Results: Should You Put the Cheapest Option First or Last?

Cheapest option (50Mb) shown first

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Cheapest option (50Mb) shown last

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Should You Put the Cheapest Option First or Last?

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Difference Between Versions:

Version ACheapest option (50Mb) shown first
Version BCheapest option (50Mb) shown last


Key Performance Indicator (KPI): 


Test Goal:

Increase sales of the most expensive 500 Mbps Internet option

 

Traffic Source: 

All

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Test Run By

Greenhouse Group

Test Run For

T-Mobile Thuis

Test Run On

Optimizely

WINNING VERSION

B

Poll Results - The Best Guesses:

Should You Put the Cheapest Option First or Last?

  • Version B
  • Version A
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Test Details:

Greenhouse Group, a Dutch digital optimization agency, conducted this powerful pricing study for their client, T-Mobile Thuis, a popular phone and Internet provider. 


Background:

Like many regions of the world, in the Netherlands, some areas have access to faster Internet speed, beyond a standard DSL connection.

This test was specifically targeted at those Dutch customers who had the option to obtain T-Mobile’s fastest 500 Mbps Internet option.

Pre-research showed only a small group of users were taking advantage of the fastest Internet speed — which provided many benefits, including being able to use multiple devices at the same time, better gaming, faster file downloads, and 4K TV.

As the fastest option, it was also the most expensive, bringing T-Mobile more profit.

 

Poll Results - The Best Guesses:

Should You Put the Cheapest Option First or Last?

  • Version B
  • Version A
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