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Can You Guess Which Test Won?

With or without the confirmation copy?

With microcopy in form field

Without microcopy in form field

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Difference Between Versions:

Version A – With microcopy explaining why email and phone number fields are required
Version B – Without microcopy explaining why email and phone number fields are required

Key Performance Indicator (KPI):

Form completions

Test Goal:

Increase the number of prospective students completing the form

Traffic Source:

Paid

Audience:

Austrialian prospective students looking to study and earn qualifications in music, dramatic arts, or entertainment management

Organization:

Australian Institute of Music (AIM): Australia's largest private music institute

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