Sunrun — CRO & Personalization Framework

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 CRO 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 GA4, heatmaps, and behavioral session recordings. This revealed that content hierarchy and copy misalignment were the primary causes of drop-offs. The team proposed a systematic CRO approach built on structured experimentation. The plan emphasized A/B testing, data-backed iteration, and region-based personalization.

Execution

Using Mida, Nupixl launched controlled tests on headlines, CTAs, testimonial placements, and layout variations. Behavioral data was tracked and visualized in custom dashboards that provided immediate feedback. Personalization logic adjusted content and offers based on user intent, source, and geographic context. The workflow turned 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 system provided Sunrun with a replicable CRO model for future campaigns. By combining analytics with user empathy, Nupixl turned underperformance into measurable growth.