Positive
High confidence
[company]: Reordering Plan Display by Price on Plan Selection Page
A/B test on [company]'s plan selection page. Control: plans displayed in the existing sequence (not price-ordered). Variant: plans reordered from lowest to highest price, making the cheapest option the most visually accessible starting point for price-sensitive customers. This test preceded and informed subsequent tests on the same page (tab removal, CTA copy).
Hypothesis
[company]'s energy plan selection page displayed plans in a non-price-ordered sequence, requiring customers to do mental comparison work to identify the most affordable option. Reordering plans from lowest to highest price would reduce cognitive load and increase plan selection completions.
Why This Works
Key Learnings
Expected Lift Range
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Research Finding
Principle
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Ab Test
Positive
[company]: 'Select Plan' vs 'Order Now' CTA Copy on Plan Selection Page
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Expected lift: 15%-30%
High confidence
Research Finding
Principle
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Test Idea
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