+15.1% conversion: Less distraction in bundle configuration
Removing irrelevant links and teasers from the configuration page increased conversion by 15.1% at 95% statistical significance.
The result in one sentence
+15.1% conversion by removing irrelevant links and teasers.
Conversion Optimiser, UX Strategist, Test Manager, Hands-on Implementation
UX/UI Designer · Content Manager / Publisher
The page where people built their package also contained the most exits.
Expectation mismatch
The TV link did not lead to TV package information but to a generic overview.
Goal conflict
Two teasers at the end of the page pulled users away from configuration.
Effect
Reorientation instead of purchase.
How do you focus people who are already close to completing a purchase?
Hypothesis
Visitors here want to build a bundle. Everything else is a distraction.
Goal
Match expectations and remove unnecessary decisions.
Risk
Too much reduction could also remove useful information.
An A/B test with a cleaned-up configuration page.
Version A
TV link to an overview, internet link present and two teasers at the bottom.
Version B
TV link directly to channel information, internet link and teasers removed.
Underlying assumption
Goal-oriented visitors are slowed down by every additional decision.
Conversion rate
+15.1%
Significance
95.1%
Cause
Less reorientation and less decision fatigue.
Insight
When expectation and outcome differ, frustration follows. Less is more when the goal is clear.
What I take away from it
Near purchase, people do not want more options
Well-intentioned additional offers work against conversion on pages close to the decision.
Meeting expectations is a conversion factor
Someone clicking TV information wants TV information, nothing more and nothing less.
One question per element
Does it support the current goal or distract from it? Everything else goes.
+23% sales: A clearly positioned Internet Only offer
+23% Internet+TV sales through a clearly positioned Internet Only offer.
−65% conversion in French-speaking Switzerland: A discount banner without context destroys trust
−65% conversion in French-speaking Switzerland. A discount without context feels like a risk.
−35% conversion: When simplification feels like a lack of transparency
−35.1% conversion. An over-simplified mobile tariff page felt opaque instead of clear.