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Can You Guess Which Test Won?

Which page layout reduced call volumes? Standard or accordion?

Standard table layout
natwest-contact_page-version_a-smClick here to enlarge
Modified layout
natwest-contact_page-version_b-smClick here to enlarge

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Difference Between Versions:

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


Banking customers looking for a specific phone number


NatWest: UK-based bank

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