OK fellow Unbouncers… I’m out of ideas… my team is out of ideas. Time to see if you can help solve this mystery.
My hypothesis is moving the form to a second page will increase conversions by offering a smaller commitment (click on button) before a bigger one (fill out a form). To do this test, we needed a completely new landing page design.
Moving the form to a second page will also lead to faster A/B testing because I can test the page based on click through rate, which has more “conversions” than form submissions. For instance, instead of testing 1000 visitors / 10 conversions (form submission), the same test would be 1000 visitors / 100 conversions (button clicks). If you do the math, you can reach statistical significance faster with the 100 conversions even though it’s the same number of visitors and same relative difference between variations.
For the programs I tested it (4 of them), I got some great increases at +95% confidence. For example, the following A/B Test for our Respiratory Therapy program resulted in a 3.7x increase! Dang!
Respiratory Therapy - Form on Page (360 Visitors / 15 Conversions)
Respiration Therapy - Click through to Form (348 Visitors / 53 Conversions)
I thought this was a clear win for us and started deploying it to pages without testing. Most of them showed a clear lift in conversions. But there is one page in particular that had a huge drop in conversion rate (about half).
Medical Assisting - Form on Page (~6% Conversion Rate)
Medical Assisting - Click through to Form (~3% Conversion Rate)
The content is almost identical (except for the addition of the benefits section and the 2nd image). Medical Assisting is entry-level position for the healthcare industry. It’s in high demand, but doesn’t require as much education compared to our Respiratory Therapy program.
Can anyone figure out what could be going on?