Application Manifold
Problem
We have four separate college admissions applications, accessible at different URLs. Prior to October 23, 2015 Apply Now on the website sends users to a single application. However, users may want a different application. There was not an easy way for the user to know which application they are on and how to get to the other applications.
Solution Parameters
A solution must:
- Make it easy for the user to get to the appropriate application
- Be implemented quickly
Solution a: 4 Paragraphs
Each application gets a paragraph with a link to the application.
Solution B: Form
A three question form directs users to the appropriate application. A CTA Button with customized text and link display based on the answers to the form. A simple form may make it easier for the user to get to the right form and reduce “choice paralysis.”
Prediction
The prediction was that the form would have a slightly higher conversion rate.
Result
Paragraphs performs better with 50% conversion rate to the application.
- The Form was 16% worse with a 42% conversion rate.
- Mobile traffic was particularly problematic for the form with a 49% decrease in conversions. However, since the application is not mobile-friendly, these users may drop off soon after anyway.