Conversion Rate Optimisation test: Three mobile
Simplifying device product cards to increase conversion

Goal
Increase the clickthrough rate for contract phone product cards at the beginning of the purchase journey and reduce the drop-off rate.

Problem
During user testing, a group was asked to buy a contract mobile phone. Via usertesting.com, and using data from ContentSquare, we discovered that there was confusion around pricing and a high drop off at this early part of the journey. 

Hypothesis
By removing pricing on the device cards on the mobile phone listing pages, we'll avoid price confusion and obstacles that impact the decision for users to proceed and explore the USPs of a device and the Three network.

Method 
We ran an A/B Test to new Pay Monthly customers with an equal split of traffic - 50% of users were sent to the control version and 50% to the test experience.

Experience A - control version (desktop)
In the normal control view, the upfront and monthly costs are shown:

Experience B – test experience (mobile)

With the test experience, all pricing information was removed:

Results

There was a 1.25% uplift in the primary KPI (conversion) and a 4.81% uplift in the secondary KPI (overall clickthrough rate from the device listings page). This data gave us 100% confidence to proceed and to push this test live in BAU.