Journey optimisation · SkyShowtime
Shortening the path to purchase.
Using anchor links and homepage plan pickers to reduce steps, remove page loads and create a more direct route from discovery to purchase.
Bypassing the plans page with anchor links
Challenge
One unnecessary step between interest and purchase.
Homepage calls to action sent customers to a separate plans page before they could continue to account creation. That additional page load lengthened the journey and introduced avoidable friction at a critical point in the funnel.
Role
From friction point to validated streamlined journey.
I identified and sized the opportunity, shaped the hypothesis and test design, coordinated implementation, established the reporting and analysed the results across devices, markets and acquisition channels.
Approach
Bring plan selection to the customer.
- Embedded the plan picker directly on the homepage
- Used anchor links to take customers from homepage calls to action straight to plan selection
- Bypassed the standalone plans page and removed one page load from the journey
- Ran a controlled experiment across 11 European markets
- Evaluated conversion by device, region and acquisition channel, alongside projected lifetime revenue
Outcome
A shorter journey with measurable commercial impact.
The anchor-led journey delivered a 4.4% overall conversion-rate uplift at 100% statistical significance. Mobile conversion increased by 5.5%, with positive results across every regional group and major acquisition channel. The winning variant was projected to increase revenue by 3.8% over one year and 4.3% over three years.