Test description:

In this A/B test we want to increase the conversion rate of visitors who sign up for one of our courses. We believe that there might be friction for the user when they land on a page that does not provide them with enough information, thereby, not encouraging them to directly from thi page.

On the page, the user does not immediately see information about the two programs they can select from and must scroll toward the end of the page to read this. On average, people don’t scroll more than 50% of the page and this course information is below this.

Improvements:

We don’t want users to have to go to a second landing page to fill out details and it's better to keep them on the same page where all the information and details are. To keep them on the page we can add an on-page form and push the course information up higher on the page.

Conversion rates:

We will look at our CVR for people completing the sign up form and submitting it. If more people complete the form we should see an improvement in course sign ups.

Review of test results

After reviewing test results (positive or negative) my next steps to consider would be:

• Did the result have statistical significance to warrant a change or was the test considered inconclusive?
• Was there a large difference between mobile vs desktop performance?
• Positive result - work with design and engineering teams to implement a final version of the variant that won.
• Negative result - revert changes back to the control and evaluate other items to test that can improve the CVR.
• Improving future tests - in addition to the A/B test results, I would consider:
  • Marketing Team: syncing w the marketing team to look at what campaigns and or outreach they are planning
  • Customer Success/Sales: connect with a customer success team for feedback they have been receiving from customers which can inform messaging and or items we may want to include on landing pages/forms.
  • Design Team: align with the design team on any new creative assets or brand assets we should start including.
  • Development: connect with the engineering team to look at their roadmap and bandwidth for testing that may require their assistance.
  • Product Team: in the case that there are any new courses, product changes, and or features it would be important to sync on this with a product team to align on the product and messaging.

• JIRA Ticket Template
• Sample Table View Template
• Notes on page changes/adjustments