# Brand filter buttons on a phone listing: +27% renewals, +13.7% new

- Outcome: Won
- Page type: Other (SaaS)
- Elements: Filters, Navigation
- Test run by: [ISM eCompany](https://liftarchive.com/practitioners/ism-ecompany/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/tele2/
- Page: https://liftarchive.com/test/tele2-smartphone-listing-brand-filters/

Adding 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.

## Result

**+27% renewals, +13.7% new**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Filter usage rate
- Guardrail: Clicks into product configuration
- Guardrail: 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.

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Credit: ISM eCompany ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/tele2-smartphone-listing-brand-filters/).
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.