Verivox: Filling the Info Gap
A multi-touchpoint initiative to reduce decision anxiety and systematically improve conversion through clarity.
The Opportunity
Through user interviews, feedback and funnel analysis across multiple steps of the journey, we found that many customers dropped during the journey.
The underlying issue was a lack of clear and accessible information that left customers uncertain about key aspects of the contract or the sign-up process.
We summarized this recurring pain point as “The Info Gap.”
The Hypothesis
If we reduce decision ambiguity across key touchpoints (router choice, process clarity, and help access), we can systematically reduce friction and improve click-through and overall conversion.
Scope & Ownership
- Owned conversion optimization for high-friction decision steps
- Led discovery, experiment backlog prioritization, and post-test decisions
- Coordinated delivery with UX, research, engineering, content, commercial and BI
Stakeholder Complexity
We aligned UX, commercial, and analytics stakeholders on clarity-first improvements while protecting conversion volume. The main challenge was balancing reassurance content depth with frictionless progression through the funnel.
Decision Memo
We prioritized lightweight, testable interventions (router traits and contextual FAQs) over full-flow redesigns because they offered faster learning cycles and lower implementation risk. We did not deploy any variant from experiments that hurt CTR or added interaction friction.
Strategic Framing
Market Context
Broadband choices are high-consideration decisions with low tolerance for confusion. On this funnel, clarity and trust are primary growth levers.
KPI Tree
- North-star: Conversion Rate (Sign-up)
- Leading: FAQ interaction, router selection progress, CTA click-through
- Guardrails: drop-off rate, bounce rate, support contacts
Trade-offs Managed
- Completeness of information vs. cognitive load
- Reassurance depth vs. flow disruption
- New UI patterns vs. implementation speed
Iteration Loop
Discovery findings were translated into fast experiments, validated via A/B tests, and rolled back or scaled based on outcome quality and business impact.
Who We Designed For
👩⚖️ Analytical Anja
Anja dives deep, compares meticulously, and doesn’t mind spending extra for something that feels right. She's skeptical of biased advice and wants confidence before making a move.
🧐 Clockwork Christian
Christian is structured, straightforward, and efficiency-driven. He’s not looking for flash, just clarity, speed, and simplicity. If a product respects his time, he’ll respect it back.
Experiments & Outcomes
- Router Traits: Baseline 26,09% CR, improvement +3,9%, statistical significance 96%, business impact 919K€ net revenue (FY).
- Contextual FAQ - Experiment 1 (Offer Page FAQ): Baseline 11,6% CR, improvement +7,1%, statistical significance >99%.
- Contextual FAQ - Experiment 2 (Options Page FAQ): Baseline 26,39% CR, improvement +3%, statistical significance 90%.
- Contextual FAQ business impact: 2,7M€ net revenue (FY).
Experiment 1: Router Traits
Replaced technical router specs with simple traits (people, home size, usage) to reduce decision anxiety for low-tech-affinity users.
🧪 Experiment Result: Baseline 26,09% CR, uplift +3,9%, significance 96%. Business impact 919K€.
Experiment 2: Contextual FAQs
Placed concise FAQs near uncertainty points (price, terms, router options) so users could get reassurance without leaving the flow.
🧪 Offer Page FAQ: Baseline 11,6% CR, uplift +7,1%, significance >99%.
🧪 Options Page FAQ: Baseline 26,39% CR, uplift +3%, significance 90%.
Business impact: 2,7M€ net revenue in the fiscal year.
Failed Experiments, Valuable Learnings
1) Price from Month 25
Observation: We observed a conversion rate decrease after introducing the month-25 pricing treatment.
Interpretation: We likely introduced too much information at once. Transparency was high, but users were exposed to conflicting signals when average price and effective price appeared together.
Decision: We did not roll out this variant. Instead, we addressed price transparency in the price table and in the price evolution charts with clearer framing.
2) Grouped Router Buy/Rent Options
Observation: We observed a negative effect and a decrease in router interaction.
Interpretation: The UI created confusion because two radio patterns were nested into each other, which likely introduced UX friction.
Decision: We did not scale this pattern and simplified the choice architecture to restore clarity.