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 54+ times
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Experiment
Positive
[company] Plans Page: Price-Ordered Plans Increase Conversions via Processing Fluency
product-displayproduct-listing
Expected lift: 5%-10%
High confidence
Experiment
Positive
[company] Plans Page: User-Focused Filter Language Increases Plan Selection
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Expected lift: 5%-10%
High confidence
Experiment
Positive
[company] Plans Page: CTA Copy 'Select Plan' vs 'Order Now' Reduces Commitment Anxiety
cta-copyproduct-listing
Expected lift: 15%-30%
High confidence
Winning Pattern
Winner
Grid Page
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Expected lift: 5%-15%
High confidence
Winning Pattern
Winner
Texas Grid Plan Builder
Product Comparisonproduct-listing
Expected lift: 15%-25%
High confidence