Positive
High confidence
[company] Plans Page: Price-Ordered Plans Increase Conversions via Processing Fluency
In an early experiment on [company]'s plans page, Conversion.com 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 — users could immediately identify the cheapest plan without having to compare unordered options.
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.
Why This Works
Key Learnings
Expected Lift Range
Viewed 12+ times
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Winning Pattern
Winner
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Expected lift: 10%-20%
High confidence
Experiment
Positive
[company] Plans Page: Showing All Plans vs Popular Plans Tab — Expanding Choice
product-displayproduct-listing
Expected lift: 10%-15%
High confidence
Losing Pattern
Loser
Grid vs List Layout
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Expected lift: -15%--25%
High confidence
Losing Pattern
Loser
Mobile & Tablet Grid Builder Experience
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Expected lift: -10%--20%
High confidence
Winning Pattern
Winner
Grid Page
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Expected lift: 5%-15%
High confidence