When presented with so many options, customers were unclear about what the difference between device tabs was, and if they noticed the different types of tabs at all. Quite a few customers breezed right past the tab selector and went straight to choosing their plan with the default tab selected.
This lack of clarity led to a significant amount of customers calling in to purchase plans, costing the business around $10 per call.
288k page views
1-3 min spent browsing the page (average)
39% of customers interacted with at least one Tab
3.5% of customers that visited the page clicked Get Plan
2.9% of customers preferred to speak with a sales representative because they thought they’d be able to get a better price than what was listed online
This is how the original Share Everything for Business landing page used to display tabs. On top of unclear copy and an unappealing table layout, a tab was pre-selected on page load, not exactly encouraging customers to click around to learn about the different tabs.