−25% orders: Why partial guidance is worse than none
A personalised header with decision aids reduced orders by 25% and mobile orders by 78% because the mobile portfolio was missing from the guidance.
The result in one sentence
−78% mobile orders: incomplete guidance sends people away from what they actually need.
Conversion Optimiser, UX Strategist, Test Manager, Segmentation & Implementation
UX/UI Designer · Content Manager / Publisher · Data Analysts
A group of users kept returning and never purchased.
Observation
Users viewed the Connect & Play overview repeatedly without converting.
Assumption
They lacked guidance on which product was right for them.
Goal
Provide targeted decision support specifically for this segment.
Guidance for one group must not steer another group away from what they need.
Hypothesis
A personalised header linking to a Product Finder and bundle builder would increase conversion.
Mechanism
Triggered after more than three page views within seven days.
Known risk
The focus on bundles excluded the mobile portfolio.
An A/B test with behaviour-triggered header guidance and no mobile integration.
Version A
Standard header without targeted guidance.
Version B
Teasers for Product Finder and Build your bundle, with no reference to mobile products.
Implementation
Segmentation, targeting and implementation handled fully by me.
The idea was right, the implementation was incomplete and the test prevented an expensive rollout.
Total orders
−25%
Mobile orders
−78.3%
Cause
Mobile offers did not appear in the guidance, so users were actively steered away from relevant products.
No positive effect
Neither the Connect nor Connect & Play portfolio improved.
What I take away from it
Guidance must be complete
If you guide only part of a portfolio, you actively pull attention away from the rest.
Visibility decides mobile performance
What does not appear in the entry experience effectively does not exist for users.
Check portfolio coverage before activation
This is now a fixed step before I roll out guided selling.
+48% Internet+TV sales: Two mobile teasers instead of a funnel rebuild
+48.1% Internet+TV sales and +20.9% conversion through two mobile teasers.
+32% new-customer orders: Upselling as an option instead of a bundle
+32.3% new-customer orders and +17.1% revenue through an optional TV upsell.
+15.1% conversion: Less distraction in bundle configuration
+15.1% conversion by removing irrelevant links and teasers.