+23% sales: A clearly positioned Internet Only offer
A clearly positioned internet-only proposition reduced decision friction and increased Internet+TV sales by 23% at 95% significance.
The result in one sentence
+23% Internet+TV sales through a clearly positioned Internet Only offer.
Conversion Optimiser, UX Strategist, Test Manager, Hands-on Implementation
Content Manager / Publisher · UX/UI Designer
Users were looking for internet only and finding nothing but triple-play bundles.
Unclear product structure
All plans were presented as bundles of internet, TV and phone.
Proven demand
Research showed many people were specifically looking for an internet-only offer.
Trust problem
The presentation created the feeling that customers were paying for services they did not need.
Reduce decision frustration without hiding the rest of the portfolio.
Goal
Serve customers with a clear internet need without removing other options.
Hypothesis
Presenting Connect as a distinct single-product offer would make customers feel better understood.
Risk
Too much simplification might lose bundle-oriented customers.
An A/B test with a restructured portfolio and clear single-product communication.
Version A
All offers presented equally as triple-play packages.
Version B
Connect positioned clearly as Internet Only, with TV and phone outside the immediate view.
Implementation
Concept, setup, targeting and analysis handled fully by me.
Internet+TV sales
+23% at 95% significance
Overall conversion rate
Slightly positive, +0.04%
Fit
Customers looking for internet only finally felt directly addressed.
Insight
Fewer simultaneous choices reduce overload and can increase sales.
What I take away from it
Product structure is UX
How a portfolio is organised affects conversion before any visual design begins.
Less choice can improve decisions
That applies both to users and to commercial outcomes.
Mental categories before system categories
I now start by asking how customers think about a portfolio, not how it happens to be represented internally.
−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.
−18.6% conversion: The cheaper default sells worse
−18.6% conversion: a cheaper, stripped-back default performed worse.