Case Study: How a Healthcare Education Institution Increased Conversion Rates by 20% with A/B Testing and AI Data Analysis
Background
A healthcare education institution partnered with Clickvoyant to improve their website’s conversion rates. The primary goal was to increase the number of users completing inquiry forms on their programs page. Clickvoyant implemented a targeted A/B testing program, leveraging AI data analysis, to identify and execute changes that would enhance user engagement and form submission rates.
Objectives
- Increase the conversion rate of form submissions on the programs page.
- Test the impact of copy changes and form structure on user behavior.
- Achieve a significant lift in key performance indicators (KPIs).
Hypotheses and Test Plan
Test 1: Copy Improvement Around Form
- Hypothesis: Using the copy area to explain the benefit of filling out the form will 1) make the form make sense in the context of the page and 2) reconcile how this is an important step in the user’s intent to “explore programs”, both of which will increase use.
- Page: Programs Page
- KPI: Click-through rate (CTR) on submit
- Implementation: Copy changes around the form
- Outcome: 85% statistical significance, achieved a 5% lift (Win)
Test 2: Multi-Step Form vs. Single Page Form
- Hypothesis: Dividing the form into multiple steps reduces user stress and compels users to complete the form.
- Page: Thank You Page
- KPI: Form completion rate
- Implementation: Redirection to a new URL with a multi-step form
- Outcome: 99% statistical significance, achieved a 14% lift (Win)
Test 3: Using Title Case Over Upper Case in CTA
- Hypothesis: Using title case in the CTA instead of upper case will be a slightly softer call to action that will convey empathy.
- Page: General
- KPI: Conversion rate (CVR)
- Outcome: Win
Test 4: Iterate on Admissions Page Test by Moving Form to Top of the Page
- Hypothesis: Moving the form and additional CTA buttons to the top of the page will positively impact conversion.
- Page: Thank You Page
- KPI: Form completion rate
- Outcome: Win
Test 5: Adding DOE Content and Relaunching with Form at the Bottom of the Page
- Hypothesis: Improved user experience and ease of learning about financing options will increase conversions.
- Page: Thank You Page
- KPI: Conversion rate (CVR)
- Outcome: Win
Test 6: Career Path Content on Admissions Page
- Hypothesis: Offering free content (Career Path) and improved UX will move users to conversion.
- Page: Thank You Page
- KPI: Form completion rate
- Outcome: Win
Test 7: Redesign of Homepage
- Hypothesis: New design improves user experience.
- Page: General
- KPI: Conversion rate (CVR)
- Outcome: Win
Test 8: Direct Messaging in CTA on Homepage Hero
- Hypothesis: Direct messaging will encourage engagement and click-through to the landing page.
- Page: General
- KPI: Click-through rate (CTR)
- Outcome: Loss
Test 9: Optimize UX on Financial Aid Page
- Hypothesis: Improved UX will help users learn about financing options more easily and share their contact information.
- Page: Thank You Page
- KPI: Conversion rate (CVR)
- Outcome: Loss
Results
The A/B testing program led to significant improvements in conversion rates for the institution:
- 7 out of 9 tests were successful, resulting in a 77.78% win rate.
- Copy Improvement Test: Achieved a 5% lift in CTR on the form submission button with an 85% statistical significance.
- Multi-Step Form Test: Achieved a 14% lift in form completion rates with a 99% statistical significance.
Conclusion
The Clickvoyant A/B testing program effectively identified changes that increased user engagement and form submission rates. By focusing on user-centric copy improvements and reducing friction through a multi-step form approach, the institution was able to surpass their conversion rate goals by 20%.
How Clickvoyant Delivers This Service
Clickvoyant delivers its A/B testing service at a competitive price due to its proprietary AI that points the way. Starting with analytics at its core, Clickvoyant then works outward to integrate insights from human psychology and functional vision. This approach enables Clickvoyant to:
- Identify key areas for improvement with precision.
- Implement data-driven changes that enhance user experience.
- Continuously optimize conversion rates through targeted A/B testing.
Future Recommendations
- Continued A/B Testing: Regularly test new hypotheses to continuously optimize user engagement and conversion rates.
- User Feedback Integration: Collect and analyze user feedback to identify additional areas for improvement.
- Holistic User Experience: Expand testing to other areas of the website to ensure a consistent and user-friendly experience across all touchpoints.
By maintaining a proactive approach to A/B testing and user experience optimization, the institution can continue to achieve significant gains in their online conversion rates.
