AT&T U-verse


We had just received rights to sell U-verse TV in select areas so we wanted to push TV hard without sacrificing the excellent response rate the $14.95 Internet price got us. So I minimized the Internet messaging while pumping up the value of AT&T U-verse services as a whole. Then in the area below the hero (that top section with the woman in it is called the hero), focused on features unique to U-verse TV.

Performance was good, but we eventually simplified this--I think having three price points created a bit of confusion, especially the gap between the 29 and 89. Normally we’d want to anchor the customer with a mid-level price, but instead they were being anchored by the large $14.95, and that made the triple play bundle feel too high by comparison.