The UX Enhancement Test – The Cro Show #018
Does it matter how you list states in a drop-down menu? Does spelling out the state lead to more conversions than using abbreviations? The answer might surprise you.
Watch this episode of The Cro Show, a game show for conversion rate optimization and marketing experimentation fans, and see if you can guess which test variation performed better during a recent Cro Metrics client experiment.
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Cara Binsfield: Super excited to be here. Thanks for having me again.
So today I want to talk to you guys about a time that we tried to create some UX enhancements and a funnel and we can all see if they enhance it or not.
So this is for a food delivery company, and the goal was to increase the volume of drivers in the United States market.
And so really, what happens here is the more drivers this company has, the better it can support all of their orders and the less it has to do things like pay overflow pricing.
So it’s kind of like a cost benefit to get more drivers, but also just in general, help support the business.
So really key component.
So the test was on this background check page.
You can see we have a driver’s license state input, and so users have to run through a background check in order to be able to deliver food for this company.
And so what we did was say, OK, well, we could see how state abbreviations might be confusing for people.
So we wanted to make that a little easier, and so we updated it to have the entire state name.
The goal was to increase accuracy of background check submissions as well as to reduce friction on this page.
So does anyone have any questions or thoughts?
Katie Green: So I feel passionately about this, Cara. Is this on mobile as well?
Cara Binsfield: Yes. OK, great.
Katie Green: I feel super passionately about variation winning, and if it doesn’t, I will be upset because I constantly don’t know, like the acronym for New York, and it’s the most obvious one.
Kevin Hough: So what was the primary metric?
Cara Binsfield: First drives, first deliveries. First delivery.
Katie Green: Like, clicking Continue here was also…
Cara Binsfield: Yeah, we cared about them clicking Continue here, but we really wanted to see if making this easier.
Our thought was if an improved quality of background check submissions, it would flow through to first deliveries.
So that was the real goal here, and that’s why we were watching first deliveries so closely.
Kevin Hough: I’m going to guess that it was inconclusive.
Cara Binsfield: So any other questions before we go into a vote?
All right, everyone, let’s vote.
OK, thumbs up if variation.
Thumbs down if control.
Lot of flats.
Oooh, Dave likes it.
All right, everyone. We have everyone voted. Thank you.
Those of you that voted for the variation won!
So what happened here is the segment event that checks background checks submissions was flat.
However, we did improve the quality of background checks, submissions, and therefore we ended up lifting first deliveries. two and a half percent.
So super exciting and Katie was right, which most important thing there is to feel like you’re correct, right, guys.
Katie Green: Thanks for watching. Be sure to subscribe to have more test ideas sent to your inbox.