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Can You Guess Which Test Won?

Which format increased internet orders?

With blue bar visual indicator

With text titles

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Difference Between Versions:

Version A – Pricing page with a blue bar serving as a visual indicator of the plan features
Version B – Exact same page but with text titles to differentiate the plan features

Key Performance Indicator (KPI):

Average Order Value (AOV)

Test Goal:

Increase sales of the more faster, more expensive 40 Mb and 80 Mb internet plans

Traffic Source:

Primarily (70%) paid traffic, but with a (30%) mix of direct, search, referral, organic, affiliate, social, and existing email subscribers

Audience:

Dutch shoppers interested in internet plans

Organization:

T-Mobile: phone and internet provider

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