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Reducing distraction (navigation, company info) on the ‘Request a quote’ page

Blue Fountain Media
Online Marketing Agency
Signup
Distraction
September 2011
+37%
Form fills
Control and variation

+37%

A
B
Control 22.4%
Control A
Variation 30.5%
Variation B
Blue Fountain Media is a full service digital agency based in New York. CRO specialist Alhan Keser wanted to improve the conversion of the quote page and redesigned the page:

  • Removed the header navigation and other elements in the header
  • Removed company information including map on the left side of the form
  • Improving form fill feedback by adding a checkmark when the field is correctly filled.

 

Hypothesis

  Redesigning the landing page (removing navigation and company information and adding form feedback) will increase the number of forms filled. 

Results

Test Visitors Conversions CR Change Significance
A 500 112 22.4% – –
B 1100 336 30.5% 37% 100%

Learnings

As multiple changes have been done it is a bit difficult to assess the effects. Still one can probably conclude that reducing distraction (main navigation) improves conversion. What the exact impact of the form feedback would be a interesting for further testing.

Source: www.bluefountainmedia.com
Company Blue Fountain Media
Website www.bluefountainmedia.com
Market Online Marketing Agency
Test data
Test element Layout
Page Signup
Conversion principle Distraction
Result +37% Form fills

Test Cases from Blue Fountain Media

Adding a security batch on the quote form
Blue Fountain Media
+42% quote requests
Reducing distraction (navigation, company info) on the ‘Request a quote’ page
Blue Fountain Media
+37% Form fills

Related AB Tests

  • Changing landing page design and increasing signup formChanging landing page design and increasing signup form
  • Removing banners on the homepageRemoving banners on the homepage
  • Removing prices on the signup pageRemoving prices on the signup page
  • Adding social login options to the signup formAdding social login options to the signup form

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