Contextual upsells and win-back offers on a telecom account page

13. Jan. 2026

Two experiments that show how showing the right product to the right person at the right moment, on the page they already trust, changes what they do next.

  • WHO: Digital, CRO & growth teams  
  • INDUSTRY: Telecommunications  
  • IMPACTED PAGES: Account page

Experiment 1: Contextual MAB upsells on the account page by device and upgrade status

Hypothesis: If we show different product variations on the account page based on device type and upgrade status, then users will click more on relevant offers, because tailored displays increase engagement and upsell likelihood.

Demo form testImage source: Optimizely

Results:

  • +43% Increase in CTA clicks

Takeaways:

  1. Different account page variations shown to different users increased engagement across segments.
  2. CTA clicks rose by 43%, proving tailored experiences drive stronger action.
  3. Upsell conversions improved by 7%, validating the impact of contextual targeting. 

Experiment 2: Targeted re-engagement offers by postcode for lapsed customers

Hypothesis: If we target lapsed customers by postcode and offer tailored re-engagement offers, then re-activation rates will increase because the relevance of location-based messaging reduces churn. 

Fewer form field testImage source: Optimizely

Results:

  • Increase in re-activation rate  
  • Increase in engagement with targeted offers

Takeaways:

  1. Location-based targeting surfaced relevant offers to lapsed customers at the right moment.
  2. Personalized re-engagement messaging outperformed generic offers across all segments tested. 

 

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