Does hiding savings lead to higher or lower conversions?

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Can You Guess Which Test Won?

Does showing the savings actually payoff?

With new customer payment amount

vodafone-with_payment_amount

Without new customer payment amount

vodafone-version_b-without_extra_amount

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Difference Between Versions:

Version A – With savings shown. Displayed the plan price (€52) and noted that new customers would pay €54
Version B – Without savings shown. Displayed only the price plan (€52) without any savings comparison

Key Performance Indicator (KPI):

Checkout conversion rate and contract renewal rate

Test Goal:

Increase the number of existing customers renewing their phone plans

Traffic Source:

Existing vodafone customers

Audience:

Users whose phone plan contracts were about to expire and were deciding whether to renew, adjust their plan, or switch providers

Organization:

Vodafone: mobile phone and telecom provider

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