MARCH, 2026 · SKY GROUP LTD. UK / SKY BROADBAND UPSELL
Sky Broadband - Post purchase Upsell
I designed a card to make sure broadband came next. It doubled the conversion rate.
Post-purchase upsell on the Sky Glass and Sky Stream order confirmation page · 12 Feb 2026 to 20 May 2026
+108%
Sky Broadband purchase rate
Sky Glass
+39.5%
Sky Broadband purchase rate
Sky Stream
+177
Annual Sky Broadband orders
Sky Glass
+130
Annual Sky Broadband orders
Sky Stream
Sky Glass and Sky Stream are Sky’s TV hardware products. SABB = Standalone Sky Broadband, a broadband-only purchase journey.
The moment after purchase, and why it matters
Sky Glass and Sky Stream are TV hardware products sold online. Customers work through a purchase flow and land on an Order Confirmation page, the screen that confirms their purchase is complete.
Both products need a reliable broadband connection for the best streaming experience. Sky sells its own broadband, but many Glass and Stream customers were completing their purchase without it.
That confirmation page was a blank canvas. The customer had just committed to Sky. Their attention was still fully on the brand. And Sky Broadband was the single most logical next thing they would need.
01
Choose Glass or Stream
02
Checkout and payment
03
Order confirmation
Sky Broadband upsell card lives here
A TV sale without the broadband to make it work properly
Sky Glass and Sky Stream are streaming devices. They depend on broadband to function, but buying broadband was not part of the TV purchase flow.
Sky Broadband attach on Glass was around 30%. On Stream, around 58%. That meant most Glass buyers, and a meaningful portion of Stream buyers, were leaving without the product that makes their new hardware perform at its best.
The Order Confirmation page had no broadband prompt at all. That is the moment when the customer has just committed to a streaming device, broadband is the most obvious next thing they need, and Sky still has their full attention. Nothing was there.
Sky Broadband attach at point of purchase
Sky Glass
Sky Stream
The confirmation page was blank. No Sky Broadband prompt. No second chance.
Pushing another purchase at someone who just finished paying.
Two tensions that made this harder than it looked
First, the customer had just paid. They were in a “done” mental state. A commercial ask at that exact moment risks feeling tone-deaf, more interested in extracting value than serving them.
Second, this was not a small add-on. Clicking the card would launch a full Sky Broadband purchase journey, a separate flow with its own steps, pricing, and decisions. That is a meaningful ask on a confirmation screen.
01
Purchase fatigue
The customer just spent money and made decisions. Hitting them with another sales push the moment they feel ‘done’ risks feeling aggressive, not helpful.
02
Journey commitment
The Sky Broadband card does not add to an existing basket. It starts a whole new purchase flow. That is not a quick tap. It is a signal that there is more effort ahead.
The brief was to make the card feel like a helpful next step. Not a second checkout.
Hypothesis: timing and framing change everything
The data told us Sky Broadband attach was low. The product dependency told us broadband was the logical next purchase. The question was whether the Order Confirmation page was the right moment to surface it, or whether it was too late, too tone-deaf, or too much.
My recommendation: use the confirmation screen. The customer is still engaged with Sky, their device is front of mind, and broadband is an immediate practical need. Framing the card as a reward rather than a prompt was the key design decision.
We know
Sky Broadband attach at purchase is around 30% for Glass and around 58% for Stream. Both are well below what the streaming experience demands.
We believe
A personalised Sky Broadband tile on the Order Confirmation page will increase broadband uptake without disrupting the post-purchase experience.
Iterations Explored
We explored showing the Sky Broadband upsell as a modal, mid-journey, on the home setup page, toward the end of the TV setup flow. It asked the customer to add a broadband offer to their basket before they had even finished setting up the device they had just bought.
That version was rejected. Interrupting an in-progress setup flow with a second purchase decision added real friction. The customer was still focused on getting their TV working, not ready to make another commitment, and the modal made what should have been a single, focused journey feel like two.
The version that shipped moved the upsell to the Order Confirmation page instead, after the purchase was already complete. The customer had a clear moment of "done," and the broadband card gave them one relevant next step rather than a mid-task interruption.
Rejected: mid-journey modal
Shipped: order confirmation upsell
Three principles I designed around
01
Frame it as a reward
‘You’ve unlocked your exclusive broadband deal’ positions the card as something the customer earned by buying a Sky device. Not a second sales push from Sky.
02
Personalise the signal
The card references the customer’s specific product and package. That one detail shifts the tone from generic promotion to relevant recommendation.
03
Place it below confirmation
The order confirmation message comes first, since that's the main reason the customer is on this page. The Sky Broadband upsell card sits below, visible without competing for attention with the purchase they just completed.
A personalised Sky Broadband card on the Order Confirmation page
The same card shipped on both Sky Glass and Sky Stream, tested against a control with no broadband prompt at all.
Control vs. Variant
Control
Direct to checkout. No Sky Broadband card.
No Sky Broadband card
Variant
Sky Broadband tile added after order details.
Sky Broadband card added below confirmation
The decisions that shaped the card
Copy
“You’ve unlocked your exclusive broadband deal”
Turns the upsell into a reward for the purchase they just made. ‘Exclusive’ signals personalisation, not a generic push.
Personalisation
References the customer’s specific product and package speed
‘Based on your Sky Glass package, you need a 20Mbps minimum download speed.’ Specificity signals relevance at the exact moment trust is highest.
Placement
Below the order summary, never above it
The customer needs to receive the confirmation before they see anything else. The Sky Broadband card sits below, visible on scroll and not competing.
CTA
“See my broadband deals”, not “Buy now”
Sets an honest expectation that there are more steps. Customers who click know what they are getting into, reducing abandonment mid-journey.
The card worked on both products and is now baked in
Both experiments succeeded and both are now permanent features of the order confirmation experience.
Sky Glass
30% Sky Broadband attach at start+108%
SABB CVR: 3.3% to 6.8%
8%
Sky Broadband tile CTR
5.8%
Sky Broadband tile CVR
+177
Annual SABB orders
Lower base attach rate meant a bigger opportunity. The uplift reflected that.
Sky Stream
58% Sky Broadband attach at start+39.5%
SABB CVR: 1.1% to 1.48%
8%
Sky Broadband tile CTR
3.6%
Sky Broadband tile CVR
+130
Annual SABB orders
Higher base attach meant a smaller gap. The card still drove meaningful incremental orders every month.
Three things this project taught me
The confirmation screen is a design opportunity, not a dead end
Most post-purchase pages are treated as admin. But the customer is still engaged, still in-brand, and just made a decision that creates an immediate practical need. Framing the Sky Broadband card as ‘you’ve unlocked’ shifted it from upsell to service. The data validated that framing mattered.
Specificity signals trust at vulnerable moments
Referencing the customer’s product and package speed made the card feel relevant rather than generic. At the moment someone has just spent money, small personalisation signals go a long way toward reducing friction and suspicion.
Running across two base rates tells you more than one experiment
Glass (30% attach) and Stream (58% attach) gave us two very different starting points. The stronger uplift on Glass confirmed the hypothesis: where the gap is bigger, the opportunity is bigger. That insight shapes how I would prioritise future upsell placements.
Role
Senior Visual Designer
Responsibility
Product Planning, Product Design, Documentation
Timeline
Planning & Designing
2 months
Dev Handover & Build
2 months
Experiment & Final Feature Bake - In
3 months