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Can You Guess Which Test Won?

With or without the top image on mobile?

With image

Without image

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Difference Between Versions:

Version A – With top image in hero section
Version B – Without top image in hero section

Key Performance Indicator (KPI):

Order rate of phone and internet packages

Test Goal:

Determine if removing the top image increased order rates

Traffic Source:

All mobile traffic

Audience:

All mobile visitors who landed on the page to select a phone and internet plan

Organization:

T-Mobile Thuis: the Dutch arm of the large telecommunications company, T-Mobile

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