Hypothesis: Adding Internet & TV learn content, coupled with customer testimonials and third party awards, will improve users’ clarity of what is being offered, better educate users on available services, and improve trust & confidence — thus increasing acquisition measured through sales KPIs.

Failed Start: In an early iteration, we introduced a scrolljacking interaction to manage the increased page length. However, since this was the team's first full page redesign test, we encountered significant issues. The page load time exceeded one minute, leading to high user drop-off rates and dissatisfaction among stakeholders. Additionally, user testing revealed that while the new learning modules were well-received, the scrolljacking feature created friction, particularly for older users, highlighting it as a notable pain point.

Building Trust: We simplified the design to test whether the increased page length was a major issue. In an A/B/C test, we placed the learning modules both above and below the offer cards. The variation with the learning modules above the offer cards significantly outperformed the Business As Usual (BAU) setup, as well as the version with the modules below. We also saw a notable increase in video attach rates. This success renewed stakeholders’ confidence in our direction and opened the door for us to push the design further!