Landing Page: "View all plans" link on Plan Pages
Hypothesis
Adding a view all plans link to the plan pages to allow users to get to the grid page easily in order to view other plans if that specific plan isn't right for them. Test Archive - Previous grid testing has shown that users prefer some semblance of choice. Analytics - exit rates on plan pages is ~30%, bounce rate is ~24%
Test Results
Key Learning
Context: Friction during the landing page process causes users to abandon right when they're closest to converting.
What was tested: Adding a view all plans link to the plan pages to allow users to get to the grid page easily in order to view other plans if that specific plan isn't right for them. Test Archive - Previous grid testing has shown that users prefer some semblance of choice. Analytics - exit rates on plan pages is ~30%, bounce rate is ~24%
Result: No statistically significant difference was detected. Navigation tests that don't show a difference may indicate the issue is content findability, not menu structure. Consider search and filtering improvements.
How to Apply This to Your Site
This experiment tested landing page: "view all plans" link on plan pages but produced no statistically significant change. The test was run on a landing page 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 navigation tests typically require adequate traffic to reach statistical significance. This test ran for 29 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
Adding a view all plans link to the plan pages to allow users to get to the grid page easily in order to view other plans if that specific plan isn't right for them. Test Archive - Previous grid testing has shown that users prefer some semblance of choice. Analytics - exit rates on plan pages is ~30%, bounce rate is ~24%
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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