The tests were conducted to identify ways of improving the BT Super for Life online application form to increase visitor engagement and conversions by making it quicker and easier to complete the form.
“The Loves Data team worked closely with us to identify key design and layout elements in the landing pages of our online application process. They created variations of the landing pages with different combinations of the design elements for testing,” Ben Hancock explained.
Creating Different Page Variations
The ‘Apply Now’ page on btsuperforlife.com.au was selected for testing. This is the first page in the BT Super for Life application process. The objective of the test was to measure the effects on the conversion of changing the content and layout.
The Loves Data team developed multiple variations and helped BT select the variation to test against the original page. The final test variation displayed the different banks and logos in a drop down selection instead of check boxes. A number of additional smaller changes were made to the layout in order to shorten the page and make it easier to follow the steps.
Increasing Conversions with Google Website Optimizer
The conversion test was run with Google Website Optimizer to provide BT with accurate results as a basis for decision-making. The new variation of the ‘Apply Now’ page outperformed the original page from the beginning and improved continuously throughout the testing phase. The final result was a staggering 61.70% increase in conversions.
Using Google Analytics to Improve Results
Additional improvements were made to the ‘BT Super for Life’ page on bt.com.au by using Google Analytics data. On the original page an ‘Apply Now’ link took visitors through to the application process on the BT Super for Life website. Loves Data reviewed the page and recommended replacing the link with a button to make it more visible to channel more visitors to the application form.
Subsequent Google Analytics data showed replacing the link with the button increased the number of people clicking through by 12.50%.
Ongoing Conversion Testing
Having made significant gains with conversion testing BT is planning to conduct more tests with Loves Data on the entire application process. “Using Google Website Optimizer and Google Analytics to make improvements to our site was very valuable for BT Super for Life,” Ben Hancock says. “Having accurate data and statistically valid results allowed us to make risk-free changes and increase conversion rates for key pages in our application process.”
