+32% new-customer orders: Upselling as an option instead of a bundle
A simple Horizon TV switch increased new-customer orders by 32.3% and revenue by 17.1% without cannibalising internet-only purchases.
The result in one sentence
+32.3% new-customer orders and +17.1% revenue through an optional TV upsell.
Conversion Optimiser, UX Strategist, Test Manager, Hands-on Implementation
UX/UI Designer · Content Manager / Publisher
Two product worlds with no bridge: customers interested in internet and considering TV had to switch sections themselves.
Fragmented offer
Connect and Connect & Play felt like two separate shops.
No gradual path
Upgrading required detours instead of a simple choice.
Lost demand
Customers interested in TV had to navigate the change themselves.
Integrate TV without making the decision more complicated.
Goal
Make TV directly selectable inside the product comparison.
Hypothesis
A simple switch creates control and turns the upsell into the customer’s own decision.
Risk
Making internet-only visible could reduce Connect & Play sales.
An A/B test with an integrated switch in the comparison and on product detail pages.
Version A
Fixed product structure with no way to add TV.
Version B
A switch to activate Horizon TV and Premium Plus.
UX principle
Keep the entry barrier low and offer expansion as a voluntary choice.
New-customer orders
+32.3%
New-customer revenue
+31.4%
Total revenue
+17.1%
Overall conversion rate
+18.5%
Existing customers
No significant effect. The feared cannibalisation did not materialise.
What I take away from it
Voluntary choice sells better than forced bundling
Letting people actively add extras beats making them fight through packages.
One entry point can serve two audiences
A low entry barrier plus optional upgrades works for both price-sensitive customers and bundle buyers.
Cannibalisation fears should be tested
The fear had blocked a revenue opportunity for years. The test disproved it in two weeks.
+15.1% conversion: Less distraction in bundle configuration
+15.1% conversion by removing irrelevant links and teasers.
+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.