MOTE-119 [JETZT STARTEN]: Remove Comparison Section (Zahnpulver vs. herkömmliche Zahnpasta) from JETZT STARTEN Page (ICE: 21/30)

[JETZT STARTEN]: Remove Comparison Section (Zahnpulver vs. herkömmliche Zahnpasta) from JETZT STARTEN Page (ICE: 21/30)

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Mohsin Rohani

Problem Statement

The current comparison section is long and pushes product CTAs further down. While it educates, it may also create friction by:

Overwhelming first-time users with too much detail.
Introducing toothpaste (competitor product) into the buying journey, which might distract.
Reducing focus on immediate product exploration and conversion.

Objective

Increase add-to-cart and conversion rate by testing whether removing the comparison table simplifies the page flow and drives more direct action on Starter/Set CTAs.

Hypothesis

If we remove the comparison block from the JETZT STARTEN page, users will experience less cognitive load, stay focused on products, and convert faster — leading to higher add-to-cart and purchase rates.

Control

Current page including the comparison table (“teethlovers Zahnpulver im Vergleich zu herkömmlicher Zahnpasta”).

Variant 1

Remove the comparison section entirely so the flow goes directly from benefits/products → trust elements/reviews.

ICE Rating

Impact (7/10):

Likely moderate to strong — comparison may distract and suppress ATC on a key commercial page. Removing could streamline funnel.

Confidence (6/10):

Mixed evidence: comparisons sometimes help credibility, sometimes add friction. Only test can confirm.

Ease (8/10):

Simple implementation: remove 1 block of HTML/CSS. Minimal dev effort.

Total ICE Score: 21/30

VWO link:
https://app.vwo.com/#/test/ab/141/summary/?accountId=1091932

Screenshot 2025-09-20 at 9.25.38 AM.png

Mohsin Rohani
updated description.

Mohsin Rohani
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Mohsin Rohani
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High

Mohsin Rohani
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MOTE-119

Status

Done

Due date

Project

Mo-TEET

Priority

High

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