+148 sales: Phone flyout wins across channels even as online sales fall
A subtle phone flyout cost 24 online sales but generated 148 additional inbound sales, a clear overall win that only becomes visible when channels are measured together.
The result in one sentence
−24 online, +148 inbound: +8.5% conversion across channels.
Conversion Optimiser, UX Strategist, Test Manager, Hands-on Implementation
UX/UI Designer · Content Manager / Publisher
Complex products, lots of open questions and nobody online to ask.
Product confusion
Terms such as Wi-Free, upload speed and Basic TV were difficult for many customers to interpret.
Decision uncertainty
Individual questions could not be resolved inside the funnel.
Dropout instead of purchase
People who got stuck either abandoned or ended up in the call centre by chance.
How do you help uncertain customers without cannibalising the online channel?
Goal
Lower the barrier to advice and create more total sales.
Hypothesis
A visible but restrained phone flyout lowers hesitation and improves overall performance.
Known risk
The online funnel might lose sales, and that needed to be included in the evaluation from the start.
An A/B test with a subtle flyout and inbound number on all Connect pages.
Version A
No flyout, pure online funnel.
Version B
A flyout on the left side of the viewport with an inbound phone number.
Measurement logic
Evaluation across both channels: call rate multiplied by inbound conversion, not online sales alone.
Online sales
−24 sales
Inbound sales
+148 sales
Overall conversion rate
+8.5%
Connect area
+6.1% uplift
Conclusion
The online loss was more than offset. With online-only measurement, this successful test would have been labelled a failure.
What I take away from it
Not everyone wants to click
For complex products, accessibility to a person can matter more than funnel perfection.
The measurement boundary determines the result
If you measure only one channel, you can reject the right intervention.
Think across channels
I now start by asking which path fits the decision situation and optimise from there.
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