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13. Breadcrumb

Breadcrumb

Remove breadcrumbs on lead general forms.

BACKGROUND ISSUE

The initial front-end design of the Request for Information (RFI) form featured did not have breadcrumbs. Due to a contradiction in the instructions between the front-end design team and the back end design team, the form was built with breadcrumbs. The front-end design form utilized a deviation from the Mixed Media template. However, this deviation was never communicated to the back end team.

Test Solution

In December, 2015 a new version was developed that matched the original intent and was tested against the active version. 

FORM VARIATIONS

Here are examples of the two variations of the form. The modified form has no breadcrumbs.

 

TESTING SOLUTION

We ran an A/B split test where users were randomly served either the Initial or Modified Version. This test was set to run until a variation had proven a better conversion rate with 95% statistical accuracy.

PREDICTION

The prediction was that the modified form would perform better. This was how the form was designed and seemed better than the accidental styling of the current form. Reducing distractions would increase conversions. 

Result

The form without breadcrumbs had a significant increase in inquiries. We will make this feature global across landing page forms.