Optimizing Sling buy flow steps
Historically, Sling TV has had a 5-step cart flow for new subscribers who initiate from a landing page until they reach the confirmation step. I hypothesized that reducing the number of steps in the flow would result in increased conversion rates. I led the execution of A/B testing on a football-focused landing page to see if adding the “Account Creation” form to the landing page would lead to more sign-ups.
Test Design: Using Adobe Target, I developed a landing page layout with existing components to support an abbreviated cart flow. The original landing page with various packages listed served as the control, while Experience B presented one package option, informed by the e-commerce team, next to a form designed for creating an account. Metrics we were interested in observing included cart entry rate and activation rate.
Audience Definition: The audience was defined as prospective Sling subscribers, using CDP data to identify these users.
Execution: The experimentation period spanned two weeks, which allowed the test to reach statistical significance and 100% confidence.
Results: The test experience yielded a 27.8% lift in activation rate, leading the team to begin implementing this strategy across more landing pages. After rolling the abbreviated cart flow out to 100% of traffic on the same landing page that was tested, the cart entry rate increased by nearly 600% compared to the same time frame as the year prior. The activation rate also saw a 3.62% YoY change.
