−35% conversion: When simplification feels like a lack of transparency
Trying to streamline redundant information on a mobile tariff overview reduced conversion by 35.1% at 99.88% significance. Customers no longer felt fully informed.
The result in one sentence
−35.1% conversion. An over-simplified mobile tariff page felt opaque instead of clear.
Conversion Optimiser, UX Strategist, Test Manager, Hands-on Implementation
Content Manager / Publisher · UX/UI Designer
The mobile product overview was detailed and visually overloaded.
Original version
Three-column layout with packshots, product names and repeated service information.
Assumption
High information density was making quick decisions harder on small screens.
Goal
Simplify by reducing repetition and creating a clearer visual structure.
At what point does simplification turn into uncertainty?
Hypothesis
Less visual complexity and condensed tariff information would increase comprehension and conversion.
UX risk
Reduction could not come at the cost of knowing which services belonged to which tariff.
Specific issue
The new layout visually separated tariff elements such as data from calls and SMS.
An A/B test with a minimalist presentation.
Version A
Original view with full information and visually separated services.
Version B
No product images or titles, with data volume and price made prominent.
Also removed
Explanatory copy beneath the tariff details.
Conversion rate
−35.1%
Significance
99.88%
Core problem
Users could no longer tell whether calls and SMS were included.
Effect
The reduction was interpreted as a lack of transparency rather than simplification.
What I take away from it
Redundancy can create trust
Some repetition confirms an assumption instead of merely taking up space.
Tariff transparency is non-negotiable
For mobile products, expectations around completeness are especially high.
Visual reduction only with stronger content clarity
I now reduce only when the relationship between services becomes clearer, not weaker.
−18.6% conversion: The cheaper default sells worse
−18.6% conversion: a cheaper, stripped-back default performed worse.
+86% click-through rate: A ‘New’ label doubles attention
+86.45% click-through rate from a single ‘New’ label, at 100% significance.
Kammerjäger Wenzel: From zero to a brand of his own in two weeks
From zero to a complete brand and website in roughly two weeks of focused work.