+21% QUOTES GENERATED for the Spanish Group

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Ami Owens
6 years ago
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1 the way to grow Case Study +21% QUOTES GENERATED for the Spanish Group By removing all distractions to the main goal ( get a quote ), improving copy and directing the eye flow toward the form as well as using only 1 mandatory field, the submission rate of this form increased by 21%.

Context The Spanish Group is a US-based company providing professional translation services for English and Spanish speakers. Their website thespanishgroup.

2 Context The Spanish Group is a US-based company providing professional translation services for English and Spanish speakers. Their website thespanishgroup.org provides a secure environment for visitors to order professional translations online. They position themselves as a super-fast service and visitors have the option to select same day delivery when they order.

3 Page to optimize

Lead consultant at Happyweb Paul Smit Growth consultant Happyweb Consulting Paul specialises in conversion optimization for ecommerce and B2B sites.

4 Lead consultant at Happyweb Paul Smit Growth consultant Happyweb Consulting Paul specialises in conversion optimization for ecommerce and B2B sites. He thoroughly researches our clients' data to find new ways to increase conversions, and uses what he finds to implement game-changing tactics that systematically increase our clients' bottom lines. Paul has a lot of experience across countries and industries, with businesses big and small. He brings this experience to bear with great results.

5 Research & analysis When reviewing the heatmaps for the quote generation form (and watching how visitors interacted with it via session recording) Paul noticed that visitors were dropping out mid-process; indeed visitors started filling out the form but fewer and fewer visitors were entering information as we neared the bottom of the form. Additional statistical analysis confirmed what he suspected: the form was too long and some visitors weren't motivated enough to enter that much information to get a quote. Which meant we had 2 options: either we would work on increasing user motivation or we would make it easier for visitors to fill out the form. Paul picked the latter as a first tentative solution to reduce form abandonment and increase form submissions. There are many ways to improve the user experience on forms. After carefully considering several options Paul decided to go with 2 high-impact optimization tactics that worked for us many times in the past: 1. Leverage the minimum input effect: the fewer fields visitors have to fill out the higher the submission rate is (based on research conducted by the Baymard Institute*) Testing hypothesis By removing any distractions to the main goal ( get a quote ), improving copy and directing the eye flow toward the form and using only 1 mandatory field the submission rate of this form will increase. 2. Reduce distractions and increase focus: the clearer the eye flow toward the call to action the higher the conversion rate is (based on many A/B tests we conducted in the past) * Source: Baymard Institute -

6 Variation page We created a variation page based on Paul's instructions; the following changes were applied to the control page: Conversion-oriented copy added above the fold Field labels changed and placed to the left of the field Distracting content removed from the page Call to action copy changed from request confirmation to get a quote Guarantees moved on the right side of the form for improved visibility

Results & insights This A/B test generated +21% quotes for our client The Spanish Group who permanently implemented the improved version of the quote form right away.

7 Results & insights This A/B test generated +21% quotes for our client The Spanish Group who permanently implemented the improved version of the quote form right away. Furthermore this A/B test revealed a lot of untapped potential when we reviewed the heatmaps per variation once this test was concluded. It impacted our testing roadmap significantly, which will allow us to increase our client's revenue faster still.

8 Client feedback Salvador Ordorica Operations Manager The Spanish Group LLC Happyweb Consulting has been really helpful in improving conversion rates. Their approach is innovative and they are super friendly and quick to respond to questions.

9 the way to grow Schedule a private chat with a growth consultant hello@happywebconsulting.com

Content. 1. Why read this white paper? Why abandoned shopping carts? reactivation of abandoned shopping carts...

Content. 1. Why read this white paper? Why abandoned shopping carts? reactivation of abandoned shopping carts... Content 1. Why read this white paper?... 3 2. Why abandoned shopping carts?... 4 3. Email reactivation of abandoned shopping carts... 5 3.1 Impact on revenue...5 3.2 Collect the email address early in