+35%
Add to Cart rate
A1 Slovenia: a 35% conversion increase from a step-by-step, mobile-optimized Liferay DXP funnel
A1 Slovenia is one of Slovenia's leading telecommunications providers, offering mobile, fixed-line, and OTT services and products to residential and corporate customers. One of the client's key sales processes is the online mobile phone purchase funnel. However, the complexity of the previous product page hindered purchases: too many options appeared at once, and users didn't understand what was available online, what was only available in stores, and why certain items couldn't be ordered.
In accordance with the expected time to market and available financial framework, we conducted a heuristic analysis, which we used to clarify and accelerate business communication. We analyzed not only industry best practices but also relevant solutions from other industries, and integrated new solutions into the new process based on these findings.
Technical background: Liferay as a digital experience platform
The project was based on Liferay DXP, a flexible and scalable digital platform that ensured the project's success through the following key features:
- Robust content management: Liferay DXP enables simple and efficient management of complex content, ensuring content consistency and immediate updates.
- Customizable components: the platform's modular structure allows the system to be customized to A1 Slovenia's specific needs, ensuring a flexible and scalable user experience.
- Integration with various systems: Liferay DXP's powerful integration capabilities enable seamless business logic connections to other systems, ensuring process efficiency and continuous data flow.
- Mobile-optimized user experience: for A1 Slovenia, a mobile-optimized user experience was crucial, as customers primarily manage their affairs from mobile devices. Liferay DXP's native mobile optimization allowed us to implement mobile purchasing processes efficiently and in a user-friendly manner for A1 Slovenia.
Methodological background: what do we focus on when designing a product-based funnel UX?
A complex product-based sales funnel - especially if it contains multiple purchase paths, pricing models, and inventory management logic - requires focused UX attention. In such cases, the main goals are:
- Clarity: the customer knows exactly what they can choose and under what conditions those choices are available.
- Step-by-step guidance: a screen structure built on choices rather than presenting all options at once.
- Constant feedback: the selected configuration and price should always be visible, increasing trust and reducing uncertainty.
- Clear communication of channel-based differences: if a product is only available in-store, it should not be misleading or confusing.
This structure not only reduces cognitive load but also minimizes dropout at each step of the funnel, thus increasing the overall conversion rate.
The new structure of the purchase funnel, step by step
Step 1 - Device configuration selection: the customer first has to choose storage capacity. For proper information and to increase conversion, storage versions available online received label markings. After selecting storage capacity, the list of color variants available online and in-store appears, as well as the list of existing but currently unavailable colors, also marked with labels.
Step 2 - Purchase type: the user can choose whether to purchase a device with or without a subscription using a toggle switch. If they choose a subscription, they see the choice between one-time payment (with discount, if available) or installment payment, with the latter detailing the structure: initial payment, monthly fee, and terms.
Step 3 - Plan selection: if the customer proceeds with a subscription, they can choose from individual package offers, each including detailed cost and benefit displays.
Step 4 - Order summary: a summary panel is continuously visible on the side of the screen (or in a fixed bottom position on mobile), showing the chosen device configuration, the amount to be paid, and the package fee, if any.
Step 5 - Final summary: for products available online, an "Add to Cart" button appears; for products available only in stores, a store list appears; for out-of-stock items, an option to request notification appears.
Primary focus: mobile view optimization
During the funnel redesign, we paid special attention to mobile usability, as on most e-commerce platforms - especially in the B2C segment - a significant portion of visitors browse and initiate the purchase process from mobile devices. Although the ratio varies client by client, according to market statistics, up to 65-80% of traffic in an online store may come from mobile, making the mobile view not secondary but strategically important.
Therefore, the entire funnel was designed for mobile-optimized interactions, the step-by-step decision structure helps avoid overcrowded, burdened mobile interfaces, and the order summary is visible in a fixed position on mobile so that the user receives continuous feedback.
Results in numbers
Between January 1 and May 31, 2025, A1 Slovenia observed significant improvements compared to the previous funnel:
- Conversion rate from session to Add to Cart increased by 35%.
- Transaction conversion rate improved by 16%.
These results clearly demonstrate the impact of a well-structured, user-centric product funnel on business performance.