A minor change to Ben’s product page resulted in an increase in conversions when using VWO.

October 29, 2022

Ben is a Dutch telecom industry personal budget challenger. The company, headquartered in The Hague, Netherlands, provides two types of subscription plans to its customers: a sim-only subscription and one that includes a mobile handset.

One of the many conversion rate optimization campaigns that Ben has run on its website was to prominently display the phone color palette on the product page. The company discovered that the majority of visitors to the site were unaware that they could select a phone color as well as the best data and voice plans. The data collected with VWO Insights also revealed that while people noticed the color palette, they couldn’t figure out what it was for.

Ben decided to make the necessary changes to the product page and run an A/B test to validate their hypothesis based on the information gathered. The control and variation looked like this:

Ben ran the experiment for about two weeks and discovered that simply making their colour palette more visible increased conversions by 17.63% while decreasing customer calls to change device colours significantly.

Ben ran an A/B test campaign on 40,347 users for about two weeks to see how they interacted with the newly implemented changes. They discovered that as more people understood the function of the colour palette, the number of customer calls to change device colours decreased significantly. Ben’s conversion rate increased by 17.63% as a result of the test.

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