At the heart of our conversion rate optimization process is constant testing. So, in the pursuit of enhancing user experience and increasing conversion rates (CVRs) for one of our clients in the education space. We tested a simple change to their homepage popup: adding a “Learn More” button alongside “Apply Now” to see if giving users more information would increase applications.
Test Details
We wanted to know if offering a pathway to learn more before applying would help boost overall conversions.
Test Type: A/B Test
Targeting: All site visitors
Hypothesis: Adding a "Learn More" button to the homepage popup directing users to the /apply page would provide essential information about the program, improving user experience and potentially increasing conversions.
Primary KPI: Application Completed
Additional KPIs: Apply Now Button Clicks, Learn More Button Clicks
Days Live: 22
What Happened?
- Total button clicks increased by 34%. Users engaged more, but applications dropped by 12% in the variant.
- Application CVR declined by 10%. Users explored more but acted less.
- “Learn More” click-through rate (1.68%) was solid, but it appeared to introduce a distraction, reducing the urgency for “Apply Now.”
We also compared performance across devices, and across all devices, the additional choice introduced friction, particularly on mobile, where users typically make faster decisions.
- Mobile: Conversion rate dropped 13%, likely due to split attention between the two CTAs.
- Desktop: Conversion rate dropped 15%, despite a slight increase in sessions.
- Tablet: Conversion rate dropped 100% (zero conversions in the variant).
Key Learnings
- More engagement ≠ higher conversions: Users clicked more but applied less. While users appreciate choices, too many can slow them down. The addition of the "Learn More" button may have overwhelmed users with options, leading to indecision and lower conversions.
- Urgency Dilution: The prominence of the "Apply Now" button was reduced, possibly lessening the urgency of taking immediate action.
- Mobile Friction: Mobile users, who typically exhibit faster decision-making behavior, were negatively impacted, highlighting a need for simplified and clear CTAs.
What’s Next? Smarter, More Focused CTAs
This test reinforced the principle that when the goal is action, simplicity wins. But testing is about learning, and these insights help refine our approach.
A few things we’re applying based on the learnings from this test:
- Make “Learn More” secondary. A supporting link (not a button) keeps focus on applying without removing access to info.
- Keep CTAs clear and direct. Users act faster when there’s no second-guessing.
- Test embedded application forms. Less jumping between pages = fewer drop-offs.
This was a win. We got the data we needed to make smarter decisions. And that’s exactly how you build an optimized, high-converting experience.