Case Study: Ben achieves 17.63% conversion uplift with VWO

A Minor Change On Ben’s Product Page Resulted In Conversion Uplift Using VWO

Ben is a Dutch telecom challenger focused on budget mobile plans. The company discovered that many site visitors didn’t realize the product page color palette allowed them to choose a phone color, which drove post-order calls and suppressed online conversions. To investigate, Ben worked with VWO, using VWO’s CRO services and visual behavior analytics tools (heatmaps, clickmaps, and visitor recordings) to understand visitor behavior.

Using insights from VWO, Ben and agency partner de Nieuwe Zaak ran A/B tests that moved the color palette from below the phone image to directly beside it and extended the service-selection form to clarify choices. The two-week test on ~40,347 users raised conversion rate from 2.20% to 2.59% (a 17.63% uplift) and significantly reduced customer calls to change device colors — showcasing VWO-driven optimization impact.

Ben