Homepage: Form Field Labels
Hypothesis
From the P2 Zip Code field on the Prospect Home Page, 50% of users will see 9 plans when they go to product chart and 50% of users will see 14 plans. We will measure how the different product chart lengths affect conversion rate.
Test Results
Key Learning
Context: Each additional form field adds friction to the homepage, increasing the chance users abandon before completing their submission.
What was tested: From the P2 Zip Code field on the Prospect Home Page, 50% of users will see 9 plans when they go to product chart and 50% of users will see 14 plans. We will measure how the different product chart lengths affect conversion rate.
Result: No statistically significant difference was detected. No significant difference suggests users adapted to the change quickly, or the variation didn't address the actual friction point. Try testing more targeted elements.
How to Apply This to Your Site
This experiment tested homepage: form field labels but produced no statistically significant change. The test was run on a homepage page in the energy & utilities industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that layout tests typically require large sample sizes to detect small effects. This test ran for 55 days — plan for at least that long.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
From the P2 Zip Code field on the Prospect Home Page, 50% of users will see 9 plans when they go to product chart and 50% of users will see 14 plans. We will measure how the different product chart lengths affect conversion rate.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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