Product-listing: Plans Page: Price-Ordered Plans Increase Conversions via Processing Fluency
Hypothesis
Reordering energy plans by price (lowest to highest) will make it easier for users to compare options, reduce cognitive load, and increase plan selections.
Test Results
Key Learning
Context: How prices are displayed on the product-listing directly influences perceived value and willingness to buy.
What was tested: Price ordering leverages processing fluency — users of commodity services default to price as primary criteria. Cognitive load reduction on comparison pages directly improves conversion. Simple reordering of existing content can drive meaningful lifts without any design changes. Nobel Prize-winning behavioral economics (Kahneman's System 1/2 thinking) directly applies to plan selection UX
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested product-listing: plans page: price-ordered plans increase conversions via processing fluency but produced no statistically significant change. The test was run on a category page page in the energy & utilities industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
In an early experiment on 's plans page, tested reordering the 4 available plans by price. Users shopping for energy plans often want the most affordable option. Sorting by price enabled 'System 1' (fast, automatic) decision-making
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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