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 the form and begin filling in questions.

On the form, the user is not able to adjust their answers once they move to the next question. The form contains 10 questions and the user only will see one question at a time which might make the questionnaire feel too long.

Improvements:

To keep people from dropping off we would like to allow users to be able to change answers to previously answered questions. We also want to add more questions to one page so the user is not required to make as many clicks. Adding all the contact and personal details (name, age, email, phone number) on one page would eliminate 4-5 pages. Consent on the form should be at the beginning and the phone number should also not be required.

Conversion rates:

We will look at our CVR for people completing and submitting the sign up form as this should then lead to more 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
• Table View Template
• Notes on page changes/adjustments