Verivox: Filling the Info Gap
A multi-touchpoint initiative to reduce decision anxiety and systematically improve conversion through clarity.
Router choice, pricing clarity, and contextual help across the journey.
Offer-page FAQ uplift with significance above 99%.
Fiscal-year net revenue contribution from the FAQ initiative.
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.”
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
We prioritized lightweight, testable interventions such as 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.
Trade-offs Managed
- Completeness of information vs. cognitive load
- Reassurance depth vs. flow disruption
- New UI patterns vs. implementation speed
Experiments & Outcomes
Router Traits
- Baseline: 26,09% CR
- Improvement: +3,9%
- Statistical significance: 96%
- Business impact: 919K€ net revenue (FY)
Contextual FAQ: Offer Page FAQ
- Baseline: 11,6% CR
- Improvement: +7,1%
- Statistical significance: >99%
Contextual FAQ: 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
Translated technical specifications into simpler decision cues.
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 reassurance where uncertainty was highest.
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
Not every clarity intervention improved decisions. These were the useful reversals.
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.