Sunrun.
Data-backed optimization that turned underperforming lead funnels into high-converting campaigns.
Overview
Sunrun, a national leader in renewable energy, faced declining conversion rates despite strong traffic volumes. Their campaigns were attracting visitors but failing to convert them into leads. Inconsistent messaging, complex forms, and unclear calls-to-action all contributed to user drop-off. Nupixl was tasked with creating a structured optimization framework to transform Sunrun's website into a performance-driven marketing asset.
Challenge
The existing user experience lacked clarity and engagement. Conversion tracking showed that users were leaving early in the funnel, often before reaching key forms. Visual clutter and unclear CTAs contributed to hesitation and mistrust. Without a testing framework, the marketing team couldn't identify which elements were actually hurting conversions.
Approach
Nupixl conducted a full analytics audit using session recordings, heatmaps, and behavioral data. This revealed that content hierarchy and copy misalignment were the primary causes of drop-offs. The plan emphasized structured experimentation: A/B testing, data-backed iteration, and region-based personalization.
Execution
Nupixl launched controlled tests on headlines, CTAs, testimonial placements, and layout variations. Behavioral data was tracked and visualized in custom dashboards for immediate feedback. Personalization logic adjusted content and offers based on user intent, source, and geographic context — turning Sunrun's website into a living laboratory of conversion insights.
Results
After ninety days, conversion rates increased from 2.9% to 5.4%, while cost-per-lead dropped twenty-two percent. Session durations grew thirty-seven percent as users engaged longer with tailored content. The program gave Sunrun a replicable optimization model for every future campaign.
[ RESULTS ]
SUNRUNMultivariate testing boosted solar lead conversion from 2.9% to 5.4%.
“The insights were immediate and the revenue impact was undeniable.”
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