Project: Quantitative Testing (A/B testing)

Conversion Design Telfort Shop Mobile

Role: Lead Design, Experiment Design, Conversion Design, Interaction Design, Visual Design

Understand the user

Use of online persuasion

Experiments

A/B tests that gather evidence-based insights

Growth

Higher conversion/completion rate

Top 5 Key Learnings Evidence Based Growth at Telfort

Key learning #1

Adaptive design for mobile device and desktop is absolutely necessary to increase conversion

Goal

Form completion rate which leads to an increase of CombiVoordeel conversion

Hypothesis

By redesigning the CombiVoordeel form by separating the form into two clear steps centred on the page, we should increase CombiVoordeel form completion and overall conversion

Impact

By making the steps multiple steps fitting on the screen (no scrolling), the form completion rate increased

Key learning #2

Identify customer segments and adapt designs to these segments to increase conversion

Goal

Increase conversion

Hypothesis

By making customers' testimony and satisfaction (that is gathered through Usabilla feedback) visible on the checkout, we will reassure users about their purchase intention. Therefore, the conversion rate should increase

Impact

Adding a users testimony at the check out improves conversion for retention users. An interesting learning is that the increase is significantly higher for handsets (12%) than for Sim Only (4%) customers. Interesting insight is that iPhone buyers are more influenced by the testimonial than Samsung buyers are. For iPhone it increased conversion rate by 15%, for Samsung phones by 4%

Key learning #3

There are so many ways to design a product detail page, and it pays off to find that superhero page, that combines all learnings from previous experiments to have more impact

Goal

Increase conversion rate by adding all single learnings from previous tests together on one page so we can have more impact

Hypothesis

By changing the blocks to a more relevant position in terms of purchase steps (duration/data bundle/calls instead of data bundle & calls/duration) and resize the visual to a smaller variation so the bundle is seen above the fold, we will ease the bundle selection and should therefore increase our conversion

Impact

Combining all learnings is a success, the conversion rate increased on mobile. Interesting learning: on desktop, there is no conversion uptake

Key learning #4

Using personalisation (NBA’s) in the ordering process with a specific relevant offer, massively helps customers convert to cross-sell

Goal

Increase the number of customers that fill in the CombiVoordeel form, so we create customer loyalty and increase conversion rate

Hypothesis

By adding it as an additional step to the configuration funnel only to recognized Telfort Thuis customers instead of the general sticky bar at the top, it will increase users filling in the form and by seeing the benefits in this stage, and that will increase conversion

Impact

By changing the sticky element into an extra step only for recognized Telfort Thuis customers, it increased conversion rate

Key learning #5

Mobile vs Desktop users behave totally different seen by the conversion rate of the same design on different devices

Goal

Increase conversion

Hypothesis

Based on marketing insights, Telfort users are not aware of our roaming offer for data. By putting an EU flag next to the GB, it will ensure the proposition is clear and should, therefore, increase conversion as it makes it more appealing

Impact

Adding an EU flag on the PDP’s impacted negatively the desktop, however, on mobile, there is a conversion increase