CRO Strategy Creates Clearer Conversion Path
Our data analysis indicated that the optimal user flow began with selecting a lab (via ZIP code search). In an effort to streamline the mobile user’s journey and provide a clearer path to conversion, our recommendation de-emphasized the phone number and removed the browse CTA altogether, thus driving users down the optimal path.
We implemented our strategy as an A/B Test via Google Optimize to measure the results of this change. Over the course of the experiment, our variant saw a $0.66 increase per session and marked a clear improvement. After making the change permanent, the improvement generated over $94,000 in additional revenue per month (estimated based on expected sessions), or a staggering $1.1MM per year.