When applied to the right place in an experience, sometimes minor optimizations or design tweaks can have a huge positive impact on conversion. Knowing this, the first step in our testing process was to dive into the analytics and identify one of those exact opportunities.
when we looked at visitor data, we identified that a lot users were dropping off when they reached a specific "next steps" confirmation page.
This page required a user to review their chosen car, click a terms and conditions agreement radio button and then a CTA.
Prior to this screen, the users had already entered their name, email address, chosen a password and entered their address and phone number. So, in theory, there should have been very little attrition on this page as it wasn't asking the users to input any information. All we were asking was that they click a button.
The fallout represented a significant opportunity to increase throughput of the entire experience.
Our hypothesis was that the car and pricing information didn't represent the full benefits of sigining up well enough to encourage users to complete registration. So we set about redesigning the page to bring this information to the users attention in a more efficient manner.
Use a software called Optimizely, we then ran a A/B test of the current control next steps page versus this new challenger redesign.
This test showed immediate improvement in favor of the new design and message. We were able to determine with 99% statistical significance that we had improved the conversion rate by over 7%.