Brand filter buttons on a phone listing: +27% renewals, +13.7% new
Commentary byLiftArchiveOur analysis, not theirsAdding brand filter buttons next to the general filter on Tele2's smartphone overview page raised conversion by 27% for renewing customers and 13.7% for new subscriptions.
The Dutch agency ISM eCompany ran the 28-day test for Tele2, a Dutch mobile subscription provider.
It was published as a VWO case study.
- Renewing customers: conversion rate up 27%.
- New subscriptions: conversion rate up 13.7%.
- Filter usage also went up, according to the case study.
- Baseline rates, visitor counts and confidence levels were not shared.
The change
Brand filter buttons added beside the general filter above the device list.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The smartphone overview page had a single general filter button above the list of devices. Research showed most visitors scrolled the whole list looking for their brand instead of using it.
Variant
Brand filter buttons were placed beside the general filter, so visitors could jump straight to one brand's phones.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors already knew which brand they wanted, and one tap now got them there.
- Visible brand buttons are easier to notice than a generic filter control.
- A shorter path to the right phone means fewer people give up during a long scroll.
Caveats: The test ran for 28 days, but sample size and significance were not shared. This is a telecom subscription order flow, not a software product.
Who ran it
ISM eCompany ran this test for a Dutch mobile subscription provider 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 ISM eCompany →
How to run this test on your site
- Hypothesis
- If we add one-tap brand filters above the device list, then more visitors will move on to the plan configuration step because they can find their preferred phone without scrolling.
- Primary metric
- Subscription conversion rate, split by new and renewing customers
- Guardrails
- Filter usage rate
- Clicks into product configuration
- Average order value
- Who should test it
- Subscription or comparison businesses with long product lists where buyers arrive with a brand in mind. It will do less if your list is short or buyers choose on price or features rather than brand.
Questions
Should I add brand filters to a product listing page?
If research shows visitors scroll looking for a brand, yes.
In this test, brand buttons lifted renewals by 27% and new subscriptions by 13.7%.
Why not just rely on a general filter button?
Many visitors never open a generic filter menu.
Showing the most-used options as buttons puts them in plain view.
Does this apply outside telecom?
The idea carries to any long list where buyers already know a brand or category, though the size of the gain will vary.