Cutting Reading Time by 80%
Our design could be summarized as narrowing our focus into what is vitally important to our customers. We designed a site that had focus on content. Instead of laying out our content in blogs, we curated some of the most important content that we know people should read, as well as the content that our data showed had the most consumption.
We prototyped an interaction that fit this concept. Instead of page after page, our entire content section was contained within one scroll component.
Results & Reflections
The A/B test resulted overall in a draw. We realized that content and the form together did not provide a better converting page, which generally serves as our main metric driver.
Quality of the customer’s qualifications balances out with conversion rate. We did not have the resources at the time to deeply analyze the case acceptance ratio, but we speculate that a more knowledgeable person would show better results here.