+600% conversion: Redesigning the Swisscom WLAN Box product page
Rebuilt the WLAN Box page around real usage scenarios. Result: +600% sales, a price increase driven by demand and temporary sell-outs.
The result in one sentence
+600% conversion, price increase due to demand and temporary sell-outs.
UX/UI Designer, UX Writer, Stakeholder Management, Project Lead
Product Manager · External Agency
Swisscom launched the more powerful WLAN Box 3. The product page behind it was not selling.
Outdated page
The structure explained technology rather than customer benefit.
Clear online focus
The launch was intended to be driven primarily through digital channels.
My responsibility
Concept, structure and content in direct collaboration with product management.
The product had become stronger, but the argument had not, and two teams were working past one another.
Benefits were missing
The page never explained why someone would actually need a WLAN Box.
Silos between product and online
Two sets of knowledge existed, but no shared picture of the customer.
Launch pressure
The page was the main sales channel for a new product.
First analyse systematically, then rebuild consistently around use cases.
Heuristic evaluation as the basis
A structured review of the old page made every weakness explicit and defensible.
Benefit before technology
Usage scenarios, concrete advantages and purchase triggers became the backbone of the new page.
Product team as a partner
Clear briefs and joint alignment with product management and the agency replaced one-way handovers.
+600% conversion rate
A significant increase across both WLAN Box products.
Price increase driven by demand
Higher sales made a price adjustment possible.
Temporary sell-out
Demand exceeded stock planning.
Template for other pages
The benefit-led structure was reused on other product pages.
What I take away from it
Silos cost conversion
The biggest opportunity was not in visual design but in product knowledge that had never made it onto the page.
The product team is a source, not an opponent
I now actively pull in that knowledge instead of positioning myself as the online expert against the domain experts.
Benefits beat specifications
Purchase decisions are made around use cases, not data sheets.
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