KPI: Unique Leads – Increase conversion via lead form or calling the phone numbers.
Traffic type: SEO
Site: www.aplaceformom.com
First Round of Brainstorming
Experiment #1
Control: Large orange arrow (I thought was alarming.)
Variation 1: More emphasis of the phone number and contrasts the phone OR form option.
Variation 2: Strong visual of communities to show what you get access to.
Both v1 and v2 Lost!
Data Story:
- Not as many users engaged with this top widget as we thought.
- Majority of users scrolled more than 50% down the page.
- Because of the lack of engagement from ABF content and click of the “Learn More” button we concluded… People don’t know what they want yet.
What now?
New Hypothesis: We can increase conversion by showing how simple it can be to let APFM help you. At this point in the experience users don’t know what they want.
Changes:
- Added filter widget after 4th community that asks for location, mile radius, room type and budget
- Creates engagement, confidence, educates users, and explains how we can help.
More Brainstorming:
Winning Design
+9%When tested after the 4th community.
+28%When tested ABF replacing the origional lead form.
Not only was this a big win but it validated the new hypothesis coming out of the first loss. Engagement only went up 1% which means we converted the same users that were otherwise clicking around and “didn’t know what they wanted”.
