LetsTalk is an independent reseller of wireless products and services for consumers and enterprises. The company helps their customers research, compare and purchase mobile phones and service plans in a user-friendly environment.

An analysis of their online sales funnel revealed that over 90% of LetsTalk’s visitors were abandoning the sales process prior to completing an order. LetsTalk knew they needed to test different elements on their site, but the website’s rapid price changes and cross-carrier product selection required a dynamic content solution to maintain landing page relevancy. Therefore, their testing solution needed to be flexible enough to handle a wide variety of inventory and offer combinations.

To address these issues, LetsTalk turned to Optimost to help them optimize and improve the performance of a key landing page. The dedicated Optimost project team worked with LetsTalk to develop a test plan which included 10 variables and 74 different values (versions of the variables). Based on this test plan, the Optimost solution engine quickly identified and generated over 1 billion possible permutations of the page.

Using its advanced methodology, Optimost was able to conduct multivariable tests on a subset of these possible permutations of the test page. The winning creative resulted in a 7.7% increase in order completion which translated to an increase in annual online revenue of over $2 million.

Along with this dramatic improvement in sales, multivariable testing enabled the company to understand how each variable impacted the behavior of their web visitors.

Some of the key learnings from the test:

• Changes to the offer presentation had impacts on conversion rates
• It is important to increase the prominence of rational decision factors
• It is important to clarify user expectations
• Changes to peripheral elements did not yield significant results

Some of the 10 test plan variables included:

• Page Header
• Left Column Items
• Provider Logo
• Phone Image & Name
• Phone Details & Pricing
• Order Button

About LetsTalk

Founded in 1999, LetsTalk serves as an independent resource for wireless products and services for consumers and enterprises.

The LetsTalk.com consumer site provides an extensive selection of wireless products and services. The site features comparison and quick search tools to help people choose the cell phone that best suits their needs, identify the calling plans in their area, and select appropriate accessories, all at a great price.