Navigation and promotional offers on a telecom homepage

13. jan. 2026

Two experiments that show how surfacing the right categories and testing the right offer automatically can significantly lift engagement and conversions from the homepage.

  • WHO: Digital, CRO & growth teams  
  • INDUSTRY: Telecommunications  
  • IMPACTED PAGES: Homepage, Product Listing Pages

Experiment 1: Adding a mini navigation with exposed category links

Hypothesis: Exposing and prominently displaying popular product listing page categories through a mini navigation on the homepage will increase visibility to these categories and provide an easier path for the visitor, resulting in higher overall engagement and increased page views to PLPs.

Demo form testImage source: Optimizely

Results:

  • +1.98% Increase in homepage engagement  
  • +23.92% Increase in PLP page views

Takeaways:

  1. Adding a mini navigation with exposed and easily accessible links to popular PDPs improved overall homepage engagement. 
  2. PLP page views to product categories that were in the mini navigation saw a significant increase of 69.49%, and overall PLP page views went up almost 24%. 

Experiment 2: Multi-armed bandit to find the best promotional offer

Hypothesis: If we run multiple promotional offers using a multi-armed bandit, then the system will dynamically allocate traffic to the best-performing variant, because this balances exploration and exploitation while maximizing conversions. 

Fewer form field testImage source: Optimizely

Results:

  • +8.1% Combined conversion uplift  
  • +11.7% Order conversion (best-performing variant)  
  • 82% Traffic allocated to winning variants

Takeaways:

  1. Testing four promotional structures showed clear differentiation in impact on progression and conversion.
  2. Variant 3 drove the most traffic through to checkout (+3.6% basket progression).
  3. Variant 2 delivered the strongest order conversion uplift (+11.7%). 


A mini nav can lift category page views

Navigation and offers are two different problems that both live on the homepage. 

The Variation Generator Agent takes a hypothesis and builds fully configured test variations in minutes, so testing different promotional structures does not require separate builds. 

 

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