changing the user path improved the conversion rate by 74%
Razem dla słuchu (Together for hearing)
Supports people with hearing impairments in obtaining cochlear implants
UX designer · researcher · A/B tester
improve form completion rate and ensure higher qualification accuracy of leads
user journey redesign · behavioral data analysis · A/B testing
Google Analytics · Hotjar · Google Optimize · Figma
+74% increase in conversion rate for form completions
Better-qualified leads by filtering out non-eligible users
The platform initially offered a free online hearing test. After completing it, users saw their results and were then invited to fill out a consultation form. As a result, many high-quality leads were lost.
Based on behavioral psychology, users value outcomes more when they invest effort (IKEA Effect) and are likelier to act after committing to a task (Cialdini’s Commitment principle). Revealing results too soon weakened both effects.
B version of the form design resulted in a 74% improvement in the conversion rate for form completions. By asking users to fill out the form before obtaining the test result, the number of completed forms increased significantly, particularly among qualified individuals.
Version B of the form design effectively prevented users who don't qualify for an implant from submitting the form, eliminating 'cold leads' and ensuring that the completed forms are more likely to come from qualified individuals.
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