It is commonly thought that the shorter the form is on your website or landing page the higher the conversion rate will be. I have personally seen short forms outperform long ones consistently as they cause less friction and require less time and commitment from a potential prospect however I wanted to test if this was always the case.
As an online business Expedia relies entirely on their website to drive revenue, with even small user experience issues having major potential costs. Expedia have a team of UX specialists and every part of their website is planned meticulously. However that doesn’t mean they stop trying to increase their conversion rate.
This article originally appeared on Web Profits blog.
Through many years of split-testing I have found that the key to a successful “above-the-fold” section of a website or landing page is a well-written headline and a strong call-to-action.
But where should the call-to-action button link to? That was what I wanted to find out.
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Split testing, also known as A/B testing, is essential to successful conversion rate optimisation of any website. Split testing involves having two (or more) variations of a page with slight or major differences between them. Send an equal amount of website visitors to both the original and variation of the page, and use the number of conversions or revenue generated by each variation to determine which is the most successful and should be used going forward.