ImproVINg journey flow by intent

The Challenge

Despite strong clickthrough rates to the start here landing page, performance data revealed a concerning drop-off once users reached the form as their direct next step. High bounce rates suggested a disconnect between the user’s mindset and the page’s call to action.

Hypothesis: Users landing on the form were still in the research phase and not yet ready to engage with sales. By offering a choose-your-own adventure style page, users would feel more empowered to continue their research until they were ready to convert.

The TEST

Control: Original landing page directing users straight to the sales form (above).=

Variant:

• Introduced an additional step that allowed users to explore product info or resources before being prompted with the form (below).

• Designed to align with a lower-intent research phase, offering more flexibility and reducing perceived pressure.

• Still offered users a path directly to the form if they were ready to talk to sales.

Split: 50/50 A/B Test

The RESULTS

While the variant resulted in a decrease in direct traffic to the original form due to the added step, the quality of that traffic improved dramatically. The variant ended up driving more traffic to another high intent form linked on the page tested to generate leads in a way that felt like a lower-barrier to entry for them to engage with UserTesting (See UserTesting in Action).

• 147% increase in conversion rate

• More than 2x the volume of high-intent conversions
  

The indirect path acted as a filter, surfacing users who were more informed and more ready to convert, while giving lower-intent users a better experience and opportunity to build trust.

Key Takeaway

Removing friction doesn’t always mean shortening the path. By aligning with the user's mindset and providing room for research, we saw a significant lift in conversion volume and intent.