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NOV 18
2025
The energy sector faces a critical challenge: turning the complexity of its offers and users’ distrust into effective conversion paths. The digital user experience in this industry is often described as a real “labyrinth,” marked by fragmented paths and information overload that can confuse and push away visitors.
According to experts, the solution lies in the strategic use of first-party behavioral data and real-time personalization. It’s about detecting signals of uncertainty, distinguishing between new users (more price-sensitive) and returning users(seeking reassurance), and responding with contextual messages and guided paths. These are the keys to providing the “Ariadne’s thread” needed to lead the visitor out of the maze.
Fanplayr - a technology company (exclusively distributed and supported in Italy by Italiaonline) - is a leader in personalizing user experiences and optimizing performance by activating behavioral data. On November 13 in Milan, it brought together clients and prospects from the energy sector at the event “Fanplayr Connect Energy”, a meeting focused on a crucial theme for the industry: improving digital performance through data-driven, personalized experiences.
At the event were representatives from major energy brands - Edison, E.ON, Engie, NeN, Telecom Italia Energy, Fastweb+Vodafone, and Wikiwi - who actively participated in sharing precise analyses and actionable ideas for digital strategies.
The presentation, titled “The Thread of Ariadne in the Digital Labyrinth of Energy”, offered a clear interpretation of the main navigation problems in the sector. The “labyrinth” metaphor - inspired by the myth of Theseus and Ariadne - describes an average user’s journey through complex and fragmented information toward conversion. The goal? Show how effective use of behavioral data and personalization can orient users, reduce confusion, and boost results.
Their analysis is based on first-party data from energy brands that have long collaborated with Fanplayr, drawn from a dataset of more than 10 million sessions recorded in 2025. The dataset enabled a detailed analysis of traffic KPIs, conversion funnels, behavioral patterns, and “zero-party” data collected via real-time surveys triggered for users about to abandon.
By combining observed (behavioral) and declared (survey) data, they were able to precisely identify major points of failure, giving crucial insights into how users behave digitally in the energy sector.
From Fanplayr’s analysis emerged three main structural issues:Lack of clear signals + too many complex choices: Users are disoriented from early interactions.
Longer decision-making processes than in other industries: caused by information overload, usability frictions, and non-linear user flows.
Negative effects on user experience: frustration, loss of trust, higher bounce rates, and uncertainty in later decisions.
60% of users leve the site already on the first page.
Only 1% complete a conversion: those who do are very different - they view six times more pages and spend ten times longer than those who abandon, underscoring the importance of guided support during navigation.
The offer page is particularly critical: 46% of sessions start there (vs. 41% on the homepage), and 56% of users drop off from that page, showing the need for clearer content, contextual help, and transparency about offer conditions.
They also found that traffic distribution shows mobile slightly ahead of desktop - but conversion rates on mobile are five times lower.
Highlighting OCR tools (e.g., uploading bills to auto-fill some data).
Using reassuring messages to emphasize that the process takes just a few minutes.
Simplifying navigation.
Adding informative messages at critical funnel steps.
New vs. Returning UsersFanplayr also differentiated between new users and returning users:
New users typically browse to understand and compare, driven mainly by price.
Returning users come back seeking confirmation, reassurance, and signs that they can trust the brand.
Because returning traffic is more responsive to brand content and social proof, treating both types of users the same way weakens the effectiveness of marketing.
Therefore, Fanplayr suggests:
For new users: guided journeys and clear comparison tools.
For returning users: testimonials, trust signals, and personalized notifications that pick up exactly where they left off in the funnel.
When user sessions come from social media, bounce rates are particularly high (over 80%). In these cases, gamification is an effective lever: turning a cold initial entry into an engaging moment that communicates brand values and promotions in a direct way.
Surveys are a powerful tool to gather insights from users who are about to leave - even open-ended responses - directly during navigation. The feedback analyzed by Fanplayr (with help from AI tools) shows the main reason people exit: lack of clarity around costs and contractual conditions. By inserting contextual informational messages at moments of uncertainty, brands can intervene exactly when needed, improving continuity in the journey and increasing conversion.
Moreover, the feedback is processed to identify recurring patterns, enabling even more precise personalization in future sessions.
Overall, the analysis confirms that in the customer journey for choosing electricity and gas supply:
Interpreting behavioral signals.
Reducing friction.
Personalizing content based on profile, intent, and the difficulties users encounter.
…are determinant factors to improve the effectiveness of digital paths and raise conversion rates in the energy sector.
For this reason, Fanplayr’s proactive, tailor-made approach - combined with Italiaonline’s deep knowledge of the national market - represents a strategic advantage for the marketing and digital teams of energy companies that see customer experience as a lever for growth.
For press inquiries please contact pr@fanplayr.com
