The British Ministry of Justice allows friends and relatives to book a slot to visit someone in prison. They were receiving a lot of questions that should have been sent directly to the prison where they were booking the visit. These were questions like, “I haven’t heard back from the prison about my visit, when will I hear?” and “Can I change my visit?”. As a result the contact centre staff were spending hours redirecting these queries to the relevant prison.
Hypothesis
Starting with the ‘Contact the prison’ first – in stead of lower on the page – will lead to less irrelevant contact forms submits.
Results
|
Visits |
Contacts |
CR |
Change |
| Version A |
847 |
79 |
9,3% |
|
| Version B |
4335 |
291 |
6,7% |
-28% |
Learnings
This test again shows that people are not reading – but scanning – if at all. It also shows that people read the first sentence better then the middle part. As an additional test it would be interesting to test the headline for example from ‘Contact’ to ‘Contact our webmaster’.
Test details
| Test element |
Form
|
| Page type |
Landingpage |
| Test date |
March 2015 |
Website information
| Company |
Montate |
| Market |
Government, Not for Profit |
