The Ask
One of the largest privately held homebuilders in the U.S. approached us to help increase website lead form submissions and deliver more qualified prospects to their internal sales team.
Result:
54.02% Increase in leads at a statistical significance of 100%
My Role: Lead UX Designer
Year: 2023
The Hypothesis
I believed users would be more inclined to submit a form if they had the option to receive communication via text, as it offers a quicker and more convenient way for them to stay engaged, leading to higher conversion rates.
I also believed that giving users a clear understanding of the types of communication they can expect after submitting the form helps them feel more comfortable and confident in their decision to commit.
My Process
Understand Client Goals
Get more users to submit the websites lead form.
Understand User Goals
Receive further information/ ask questions / take next steps once they have explored the site and are confident in the companies offerings.
Analytics Review
More and more users had been accessing the website from a mobile device,
Competitor Analysis
Identify new opportunities and better align with industry best practices and user expectations.
Identify Test Type Needed
We had a clear hypothesis and needed statistical validation on a minor design change - making A/B testing the appropriate route to take.
I believed users would be more inclined to submit a form if they had the option to receive communication via text, as it offers a quicker and more convenient way for them to stay engaged, leading to higher conversion rates.
Design Strategy
Control
Variant A
Control CTA doesn’t give any information on the type communication the user can expect after submitting the form.
Variant CTAs informs the user of the various communication types available and the ability to communicate via text may be very appealing to this audience.
The test ran for 4 weeks, with sufficient traffic volume to ensure statistically significant results. At the conclusion of the test, the optimized lead form (Variation B) resulted in a 54.02% increase in form submissions.
