WINNING VERSION
A
Poll Results - The Best Guesses:
With or without the added sign-up text?
- Version A
- Version B
Loading ...Background & Test Details:
Australian electricity provider, Energy Australia, conducted this charged-up copy test in-house, on their site.
The test goal was to increase the number of applicants signing up for an Energy Australia electricity and gas plan.
After digging into the analytics data, Energy Australia’s testing team saw that many users started the application process, but were dropping off at the checkout stage.
Data analysis also revealed the form fields requiring ID, as well an email, or phone number, had the highest error rates.
The team deduced the drop-off was happening because applicants didn’t have the proper ID on them at the time of registration.
They wondered if they could remove friction – and increase completed checkouts — by telling users upfront what was required to complete the application.
Poll Results - The Best Guesses:
With or without the added sign-up text?
- Version A
- Version B
Loading ...
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Why version did you guess? And, why?
I guessed correctly mainly because that is how I would have reacted. LOL. I think the better test would come next. The new winner versus a 2 part sign up without saying you need a license. Step 1 name and email. Then follow up with step 2 Get ID. You could then send emails as reminders. Hopefully makes sense
That’s a great suggestion, David! This test validated the proof of concept that clearly telling applicants the requirements helps increase conversions, by generating more qualified leads. But, your idea could potentially highly optimize the process.