CRO: conversion rate optimization with A/B tests

CRO · A/B testing

Conversion optimization through A/B testing: from 4% to 8%, a 4-percentage-point increase and a 100% relative improvement.

CRO / A/B TESTING4% → 8%Completed-form conversion rateCRO · A/B testing

Hypothesis

Reducing the number of fields and explaining what happens after submission could reduce friction and increase form completions.

A/B test design

Random 50/50 allocation: the original form versus a variant with fewer fields and a clearer CTA. Primary metric: form completers divided by assigned users. Guardrail: the quality of the resulting contacts.

Results

Conversion increased from 4% to 8%: +4 percentage points and a 100% relative improvement.

Decision

Before rollout, assess statistical uncertainty, contact quality and potential differences between segments. Follow the success criteria defined before running the test.

Let’s talk ↗