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Engage Web Visitors With "Real-World" Cost-savings and Sustainability Motivators

Most energy-related sites attempt to engage potential customers with pitches like: “Technology X can reduce your air conditioning costs by as much as 20%” “Our recommissioning services can save between 5 and 20 % of your energy bill” “Save energy and reduce greenhouse gases with our energy upgrade financing" While these statements may be true, they don’t often motivate Web visitors to actually engage and follow up with online or telephone contacts. Two issues associated with decision inertia have a huge impact on Web visitor engagement: Consideration inertia refers to the tendency to think that things are OK because that’s the way they were yesterday, or last month, etc. and therefore to avoid even the consideration of a change. One way of overcoming this inertia in energy services/technology sectors is to provide peer comparisons. If a building owner finds out that her energy costs are 30% more than the average, she will be more open to considering a change that can improve her standing relative to her peers. Trigger inertia refers to the tendency to avoid initiating a new process, such as upgrading equipment, recommissioning an HVAC system, etc. New processes always require new tasks and uncertainty so even if consideration inertia has been overcome, the need to undertake the new process must be compelling and specific enough to actually embark on the new process. MAISY Energy Widgets overcome both of these engagement hurdles by: Providing energy cost benchmarking with peer buildings in the local area with a percentile score, and Quantifying, in dollars and cents, how much energy costs can be saved with a target percentile set by the user. The online pitch then becomes: “Your building’s annual energy cost of $80,00 is in the 75th percentile which means that 75 percent of similar buildings in your area have lower energy costs. If you achieve just the typical 50th percentile score, you can save $32,000 per year or $160,000 over five years; furthermore if you achieve the 25th percentile score that you just specified, you can save $65,000 per year or $325,000 over five years. We specialize in helping our clients achieve these kinds of energy cost savings and will be happy to provide a free onsite evaluation to explore these cost savings.” ----- A pitch much more likely to engage the online customer.