Winner
Medium confidence
Removing 'Popular Plans' Tab, Showing All Plans → +13% Transactions — [company]
Conversion.com removed [company]'s 'Popular Plans' tab that surfaced a pre-curated subset of plans, replacing it with all plans visible and user-controlled sort/filter options. Research showed users preferred comprehensive choice with filtering over curated selections.
Hypothesis
Showing all energy plans with user-controlled sorting instead of a curated 'Popular Plans' tab would give users more perceived control and increase conversions
Why This Works
Key Learnings
Expected Lift Range
Viewed 30+ times
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Research Finding
Principle
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