I've just moved back to Canada from Taiwan where I worked in the Marketing department for Acer Inc. I've been shopping for a new phone and plan online with a few carriers, and I've found the UX design for each carrier to be really bad. I don't mean visuals, I mean click-flow and information selection. In Taiwan, there was a government-owned carrier so there were no difficulties in purchasing ~ no endless types of differentiation. As someone who is looking to purchase a plan/phone without prior experience purchasing in Canada (I've been in TW for ~ 10 years), I'm finding this hellish, and I worked for a global computer company! In fact, even this 'conversation' UX has a lot of friction. I imagine this is the same for other customers going online. Please have a skilled UX designer come in and refine your site. I could also provide some suggestions, if you're interested. Regards.