Filters and carousels on TV-deals page: +20.45% mobile form leads
Commentary byLiftArchiveOur analysis, not theirsA redesigned TV-deals landing page with multi-level product filters and carousels lifted lead form conversions by 20.45% on mobile and 8.50% on desktop.
ForestView ran this test for nova.tv.deals.gr, an official reseller of the Greek TV and broadband provider Nova.
It was published as a VWO case study.
Several changes shipped together, so the result belongs to the redesign as a whole.
- Lead form conversion on mobile: +20.45%.
- Lead form conversion on desktop: +8.50%.
- Engagement: +70.92%. The source does not say how engagement was measured.
- This was a bundled redesign, so no single change can claim the lift.
The change
A long product list becomes filters plus carousels, shipped as one redesign.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The landing page listed TV and broadband deals in one long scrolling list. Visitors picked a product and then filled in a lead form with their name and phone number.
Variant
A redesigned page with multi-level filters to narrow down deals, and products shown in carousels instead of a long list.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Research showed visitors scrolled up and down a lot and rarely clicked CTAs. Filters cut the searching.
- Carousels shorten the page, which matters most on small screens. That fits the bigger gain on mobile.
- Mobile conversion had been well below the site average, so there was more room to improve there.
Caveats: The redesign bundled several changes, so it doesn't show whether filters or carousels did the work. The test ran for 14 days on just over 5,000 visitors with a 50/50 split, and confidence was not shared.
Who ran it
ForestView ran this test for official partner reseller of Greek TV/broadband provider Nova and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ForestView →
How to run this test on your site
- Hypothesis
- If we add filters and group our offers into carousels, then more visitors will find a plan and submit the lead form, because they scroll less to find what fits.
- Primary metric
- Lead form submissions per visitor, split by device
- Guardrails
- Lead quality or sales acceptance rate
- Filter use and dead-end searches
- Page load time on mobile
- Who should test it
- Lead-gen sites with many plans or packages on one page, such as telecom, energy or insurance resellers. With only a handful of offers, filters may add clutter rather than help.
Questions
Do product filters help lead generation pages?
They were part of a redesign that lifted form conversions by 20.45% on mobile here.
Because carousels shipped at the same time, the effect of filters alone is unknown.
Are carousels good for conversions?
It depends. In this bundled test they replaced a long list and helped shorten the page.
Test them against your own layout rather than assuming.
Why was the lift bigger on mobile?
Long lists are harder to scan on a phone, and mobile conversion was already low.
A shorter, filtered page likely helped mobile visitors most.
Similar tests
KlientBoost
MarketingExperiments