Version A – Standard table layout. Listed the general and emergency phone number in rows across the screen. Version B – Modified layout with the phone numbers were ordered based on the type of customer detected.
Key Performance Indicator (KPI):
Call volumes
Test Goal:
Reduce unwanted calls and call rerouting
Traffic Source:
All traffic: direct, search, referral, organic, paid, affiliate, social, and existing email list
Audience:
Banking customers looking for a specific phone number
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