Van Q&B: All Devices: Quote Form: Buttons vs Dropdowns
Background
The van form contains several dropdown menus that the user needs to fill in. Several competitors are now displaying question answer selections as buttons rather than dropdowns. 51% of visits to the form page are on mobile devices. Buttons are easier to select for mobile users as they require less clicks than dropdowns. As part of the proposed rebrand, DL would like to test a change from dropdowns to buttons.
Hypothesis
Displaying the question answers as buttons rather than dropdowns will make it easier for users to fill in the form, particularly on mobile devices. This will increase Start to Quote.Design Changes
- Questions with dropdown answers where there are 10 or less answer options have been changed from a dropdown to button answers.
- Each question has been separated from another with dividing lines and extra spacing.
Targeting
- Van Q&B Form
Test Goal
- Increase Van: Your Quote
Devices
- Mobile
- Tablet
- Desktop
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Variation 1
Start: 30/11/21
End: 12/01/22
Duration: 44 days
Control Visitors: 10,511
V1 Visitors: 10,208
Highlights
- Displaying the Van Insurance quote form answer selectors as buttons rather than dropdowns resulted in a 6.56% uplift in Start to Quote for mobile users with 98% significance.
- Van policy sales increased 10.65% with 99% significance for all devices overall
Conclusions
- Mobile users find buttons easier to select than dropdowns
- Mobile users are more likely to complete the quote form if it is easier to fill in with button selectors
- Users on all devices overall are more likely to complete the Quote and Buy process and purchase a policy
Next Steps
- As the variation resulted in a significant increase in quotes on mobile and policy sales for all devices overall it is recommended to roll out the variation.
Unfortunately, you didn’t get it right. Variation 1 was the winner.
Winner: Variation 1
Start: 30/11/21
End: 12/01/22
Duration: 44 days
Control Visitors: 10,511
V1 Visitors: 10,208
Highlights
- Displaying the Van Insurance quote form answer selectors as buttons rather than dropdowns resulted in a 6.56% uplift in Start to Quote for mobile users with 98% significance.
- Van policy sales increased 10.65% with 99% significance for all devices overall
Conclusions
- Mobile users find buttons easier to select than dropdowns
- Mobile users are more likely to complete the quote form if it is easier to fill in with button selectors
- Users on all devices overall are more likely to complete the Quote and Buy process and purchase a policy
Next Steps
- As the variation resulted in a significant increase in quotes on mobile and policy sales for all devices overall it is recommended to roll out the variation.
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