Lokum

the step-by-step form improved the conversion rate by 244%

Lokum is a property developer constructing high-standard multifamily apartments. A client approached us with a request for analysis and A/B testing on one of their investment subpages.

My role:
a/b testing
design
user research
Results:
  • Increased Conversion Rate

    Version B of the form design led to a significant 244% improvement in the conversion rate for form completions. By reducing the number of fields and dividing them into digestible steps, the entry barrier was lowered, resulting in higher completion rates.
  • Enhanced User Engagement

    Version B not only improved the conversion rate but also enhanced user engagement on the website. Visitors spent nearly a minute longer on the site, on average, and consumed its content almost 8% more deeply. This indicates a positive impact on overall user experience and interaction with the website.
Tools:
  • Google Analytics
  • Hotjar
  • Figma
  • VWO
Baseline version of the form
B version of the form

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diagnosis

Reducing form fields and dividing steps

Results:
  • Discovery of usability issues
    ‍    Using Google Analytics and Hotjar, I discovered usability issues with form completion.
  • Desk research and creating a hypothesis

    Our hypothesis, based on Baymard Institute research, stated that reducing form fields and dividing them into steps would increase completion rates by lowering entry barriers and enhancing user engagement.
Methods:
  • Data analysis
  • Desk research
Baseline version of the form

data analysis

244% Conversion Rate Enhancement

Results:
  • Test implemented successfully
    Using VWO, I implemented and conducted a split URL test that lasted for 1 month
  • Enhancement of conversion rate and user engagement

    The experiment yielded statistically significant data (p=0.0146). Version B not only boosted form completion rates by 244% but also increased average visitor engagement by nearly a minute and content consumption by almost 8%.
Methods:
  • VWO
  • Google Analytics
B version of the form

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feel free to reach out to me

olaprzytula@icloud.com

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by ola przytuła