Episode 115 of Conversion Rate Optimization with Fexingo tells the story of a small e-commerce company that added a single 'Help me choose' button to a product page with multiple variants. Lucas and Luna walk through the A/B test: the control page had a standard dropdown selector; the variant added a persistent, low-key help button that opened a short guided quiz. The button didn't replace the dropdown — it sat beside it. Conversion rate jumped 19 percent, and average order value rose 7 percent. The hosts dig into why the button worked: it reduced decision anxiety for buyers unsure about features, and it actually increased trust because the brand showed a willingness to help rather than just push a sale. They discuss the risk of over-engineering help (too many questions kill the effect) and the importance of keeping the quiz short — three clicks or fewer. They also touch on the counterintuitive insight that adding friction (a click to open the quiz) sometimes reduces overall friction by giving hesitant shoppers a clear path forward. No prior episode has covered decision-support tools like this one.

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