Clipsal Solar
Growing a product with both homeowner and installer audiences requires clean segmentation, correct messaging, and measurement that ties both sides together.
The situation
The solar market in Australia is fiercely competitive, with dozens of brands competing for both homeowner and installer attention. Demand needed to grow on both sides of the market simultaneously.
That meant multiple channel strategies, separate messaging, heavy landing page testing, and a funnel that did not collapse under complexity. Organic search was also a battleground with strong incumbents.
What we did
Built multi-channel acquisition
Search, social, organic, and LinkedIn for dual audience reach
Separated messaging
Distinct value stories for homeowners and solar installers
Tested landing pages
Conversion rate improvements across both audience funnels
Tightened tracking
Lead quality and cost visible across the dual-sided market
What changed
- Strong, sustainable growth over 35 months
- Industry-leading cost per lead across both audiences
- Awareness increased across homeowners and installers
- Privately acquired for approximately $50M in late 2023
Why it worked
"Two audiences require two clear value stories. Once segmentation was clean, optimisation stopped being guesswork."
Two audiences require two clear value stories. Once segmentation was clean, optimisation stopped being guesswork.
Landing page testing kept conversion rising even as volume increased.
If your funnel has multiple audiences, tracking must be clean
Book a call. We will map the tracking and funnel structure that protects efficiency.