Product-listing: Plans Page: User-Focused Filter Language Increases Plan Selection
Hypothesis
Adding user-focused filter options ('Tell us what's important to you') that recommend a matching plan will increase conversions by creating a personalized experience while preserving user choice.
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: User-centric filter language ('what's important to you') outperforms feature-centric labels. Personalization filters increase both conversion rate and valuable engagement data about customer preferences. Users want choice AND 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: user-focused filter language increases plan selection 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 personalization 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
Qualitative research identified 5 key plan attributes users cared about: fixed rate, long-term value, free electricity promotions, bundling, and renewable energy. added filter checkboxes with user-centric language and a plan recommendation based on selections. The headline read: 'Tell us what's important to you. Select all that apply, and we'll recommend the plan that's right for you.'
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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