# Colour picker next to the phone image: +17.6% conversion

- Outcome: Won
- Page type: Other (SaaS)
- Elements: Product options, Form fields
- Test run by: [De Nieuwe Zaak](https://liftarchive.com/practitioners/de-nieuwe-zaak/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/ben-nl/
- Page: https://liftarchive.com/test/ben-color-picker-next-to-phone/

Moving the phone colour swatches next to the phone image, along with a longer plan selection form, raised conversion from 2.20% to 2.59% (+17.63%). The agency de Nieuwe Zaak ran this test for Dutch mobile provider Ben, and it was published as a VWO case study. Two changes shipped together, so the lift can't be credited to the colour picker alone.

## Result

**+17.6% conversion**

- Conversion rate: 2.20% to 2.59%, a 17.63% relative lift.
- The test ran about two weeks with about 40,347 users.
- Calls to customer care asking to change the device colour dropped sharply, according to the case study.
- No confidence level was shared.

## Control

Colour swatches sat below the phone image. Visitors noticed them but many didn't realise they could pick a phone colour, and some called customer care after ordering to change it.

## Variant

The swatches moved next to the phone image, and the form for choosing a data and voice plan was made longer so the plan options were easier to pick.

## Why it likely won (our reading)

- Placing the swatches beside the image ties them to the product, so their purpose becomes obvious.
- When people can pick the colour they want with confidence, fewer abandon or order with doubts.
- A fuller plan form may have made the phone-plus-plan bundle easier to configure in one place.

## Caveats

Bundled: the swatch move and the longer plan form shipped together. About two weeks and 40,347 users, with no significance level shared.

## How to run this test

- Hypothesis: If we place product option swatches right next to the product image, then more visitors will complete their order because they understand they can choose an option before buying.
- Primary metric: Order or subscription conversion rate
- Guardrail: Support contacts about order changes
- Guardrail: Average order value
- Guardrail: Form completion rate
- Who should test it: Subscription businesses that bundle hardware with a plan, like telecom or device-as-a-service. It won't matter much if your product has no visual options, or if swatches are already prominent.

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Credit: De Nieuwe Zaak ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/ben-color-picker-next-to-phone/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.