Positive
High confidence
[company] Plans Page: Showing All Plans vs Popular Plans Tab — Expanding Choice
[company] 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.
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.
Why This Works
Key Learnings
Expected Lift Range
Viewed 14+ times
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Losing Pattern
Loser
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Research Finding
Inconclusive
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