Case study: Improving usability to boost conversion rates

At ConversionLab, our mission is to optimize user experiences and drive measurable results for our clients. For HomeLoanGurus, we conducted an A/B test to simplify and visually enhance their lead generation form. The goal was to determine whether a cleaner design could improve usability and drive higher conversion rates (CVR).

The existing problem

Let’s set the stage with what was tripping up HomeLoanGurus’ form: The original design, while functional, presented a cluttered layout that could overwhelm visitors. Users might have felt a higher cognitive load with multiple fields displayed closely together, leading to hesitation or abandonment. This setup, while common, left room for improvement in creating a smoother, more user-friendly experience.

The improvement hypothesis

Enter the hypothesis: By simplifying the form and enhancing its visual design, we aim to reduce user confusion, minimize cognitive load, and create a more intuitive experience. We expect these improvements to make the process more accessible and engaging, resulting in higher conversion rates.

Test details

Variant A (Control):
The original form design had a more cluttered layout.

• Users: 2,558
• Leads: 711
• CVR: 27.80%

Variant B (Challenger):
A simplified and visually enhanced form with precise spacing and intuitive flow.

• Users: 2,387
• Leads: 763
• CVR: 31.96%

Key insights and takeaways

1. Usability is key to user engagement
   Simplifying the form layout and enhancing its visual design made it easier for users to understand and complete the required fields. This led to a significant increase in leads.
2. Minor design changes, significant results
   The clean, user-friendly design of Variant B resulted in a 15% uplift in conversions, proving that even minor visual adjustments can have a measurable impact on user behavior.
3. Data-driven decisions drive success
   A/B testing allowed us to validate the hypothesis with concrete data, ensuring that changes were made based on user preferences rather than assumptions.

Why this matters for HomeLoanGurus

For organizations like HomeLoanGurus, where lead generation is critical, optimizing usability can translate directly into more qualified leads and increase in revenue. This test underscores the importance of continuously refining the user experience to drive better results.

Next steps

At ConversionLab, we specialize in identifying areas of improvement and crafting solutions that deliver results.

If you want to discover how data-driven testing can boost your conversions, let’s connect and optimize your customer journey.