Verivox: Offer Page Basket
Clarity drives confidence. A simple basket that made the difference.
The Opportunity
User feedback described the Offer Page as unstructured and sparse, with critical info missing. Customers arrived at the second step, the Options page, lacking clarity on all base information about the tariff, the monthly prices, and what comes next - creating decision anxiety.
The Hypothesis
A persistent basket keeps key information and the primary action always visible, reducing context switching and guiding the next step. We assumed that by doing this, we could reduce the bounce rate and hence increase the conversion at this step of the funnel.
As there was a difference in the performance between the mobile and desktop version, we assumed the CTA placement improvement could further improve the desktop experience.
My Role
As Product Manager for Broadband, I led discovery, prioritized scope, coordinated prototyping, user testing, engineering, and owned experiment design, analysis and iteration.
Who We Designed For
🧑💻 Meticulous Max
Max is savvy, fast-switching, and well-informed, but he still double-checks. He doesn't want to overpay, but hates the risk of unreliable internet. He’s a hybrid of control and curiosity.
🧐 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
- Initial Basket implementation on Mobile and Desktop: +7,01% relative conversion rate
- Iteration Desktop Basket (CTA visibility): further +3,02% relative conversion rate uplift by preventing below-the-fold on small screens.
Offer Page
Options Page
🧪 Experiment Result: A/B testing showed a conversion uplift of +8,43% on Mobile and +4,91% on Desktop.
🤝 This was a collaborative effort with our User Research team, ensuring the new experience would meet the needs of the users.
Iteration Basket Desktop
🧪 Experiment Result: The A/B test showed a further conversion uplift of +3,02%.
🤝 This was a very quick iteration that allowed us to quickly validate an hypothesis and outperform the initial planned impact of 4% for the entire initiative.
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