Product-listing: Plans Page: Showing All Plans vs Popular Plans Tab
Hypothesis
Removing the 'Popular Plans' tab and showing all available energy plans at once (with sort functionality) will increase transactions by reducing the paradox-of-choice effect and giving users confidence they've seen all options.
Test Results
Key Learning
Context: Coupon and promo code fields on product-listings can distract users — they leave to hunt for codes, reducing completion rates.
What was tested: Energy shoppers prefer seeing all options rather than a curated 'popular' subset. Promotional copy can sometimes create confusion about which plans it applies to — removing it can help. Sorting by price/'lowest rate' leverages processing fluency for commodity purchases. Users want control over their decision but also appreciate guidance
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: showing all plans vs popular plans tab 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
grouped plans into 'Popular' and 'All Plans' tabs. Testing removing the Popular tab entirely and showing all plans in one view with sorting (e.g., 'Lowest Rate'). The 'Most Popular' plan was still featured but without a large orange promotional banner. This eliminated confusion about which plans the promotion applied to and gave users a sense of full control over their selection.
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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