Getting Unifi's visitors to pricing — and keeping them there

Hypothesis: Removing a redundant banner, anchoring 'Get Pricing' CTAs higher on the page, and adding a tooltip to the Ad Credits row reduces the effort required to evaluate the offer — and visitors who spend less time navigating are more likely to move forward.

Brand of the Week

Unifi is Telekom Malaysia's flagship broadband and digital services brand — and the dominant home fibre provider in Malaysia. For most households in the country, Unifi isn't one option among several. It's the decision.

Their pricing page is where that decision gets made. New visitors arrive to compare plans. Existing customers arrive to consider an upgrade. Either way, the pricing section is the one part of the page that has to do real work — it needs to be findable, readable, and clear enough to move someone from consideration to sign-up.

The plans themselves are competitive. Bundles cover broadband, TV, and mobile. There's genuine breadth in the offer.

But the path to that offer has some unnecessary steps built into it.

The challenge

The hero banner exists to inform — but it repeats content visitors are about to scroll to anyway. A visitor who arrives to evaluate plans has to pass through the same information twice before they reach anything that actually helps them decide.

Pricing is the reason most visitors land on this page. Making them scroll further to find it is the wrong order of operations. The intent is clear at the moment of arrival. The page doesn't meet it there.

"Ad Credits" is product language. For someone comparing broadband plans for the first time, it's a question the pricing table raises but doesn't answer — and an unanswered question at decision time gives a visitor a reason to pause.

So what would we A/B test?

Control: Unifi's pricing page as it stands — hero banner at the top, pricing section further down the page, and the Ad Credits row listed in the pricing table without explanation.

Variant (built in MidaGX): Three targeted changes, each addressing one friction point.

The hero banner comes out. Without it, visitors arrive directly at content that moves them forward — no repeated information to scroll past.

'Get Pricing' CTAs are added above the fold, anchored to the pricing section. Visitors who arrive ready to compare plans can get there immediately, without scrolling through sections designed for visitors who need more context first.

A tooltip is added to the Ad Credits row in the pricing table. On hover, a short explanation appears — what Ad Credits are, how they work. The question gets answered at the moment it's asked, without the visitor having to open a new tab or leave the page to find out.

Our hypothesis

Our hypothesis is that a visitor who lands on this page with clear intent — to compare plans and make a decision — is better served by a page that meets that intent immediately. Removing the banner shortens the distance to the content they came for. The 'Get Pricing' CTAs give high-intent visitors a direct path. The tooltip answers a question that would otherwise leave the page unanswered.

None of these changes alter the offer. They change how much effort a visitor has to spend before they can evaluate it. Our hypothesis is that less effort at this stage means more visitors who reach a decision — and more of those decisions going the right way.

The CRO principle underneath

This test is built on the idea that friction at the evaluation stage compounds. A pricing page is often the last page before a commitment. That means any unnecessary effort — a scroll that didn't need to happen, a question that didn't get answered — lands at the worst possible moment.

Each of the three changes here targets a different type of friction. The banner removal is about scrolling. The CTAs are about wayfinding. The tooltip is about comprehension.

The tooltip is worth examining more closely. "Ad Credits" is internally coherent language — it means something specific within Unifi's product. For a new visitor scanning a pricing table, it's an unknown. The natural response is to either move on without fully understanding the offer, or to leave the page to find out what it means. Neither outcome is good.

A tooltip solves this without touching the table design. It adds no visual weight for visitors who already understand the term, and surfaces the answer at exactly the right moment for visitors who don't. It's a small addition that addresses a real point of confusion without cluttering the page for everyone else.

The 'Get Pricing' CTAs work on a similar principle. Not every visitor arrives wanting to read the full page — some land with a specific intent and want to get to the pricing comparison immediately. An anchored CTA placed early in the page doesn't change what the page contains. It changes whether a high-intent visitor has to work to get to it.

Want to test this kind of experiment on your own site? Try Mida free — no account needed to get started with MidaGX.