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No-nav engage pages #5

Open caldav opened 5 years ago

caldav commented 5 years ago

Test info
User problem to solve Users might be overwhelmed by the amount of choices offered in the nav
Business problem to solve A lot of users who land on the engage pages do not convert
Objectives Increase the number of leads from engage pages
Hypothesis Removing the navigation from engage pages to increase conversion rate.
Audience All visits to engage pages ubuntu.com/engage/*
Stakeholders David C

Test duration

A/B test duration calculator
Traffic TBC
Current conversion rate TBC
Improvement TBC
Days TBC

Test results
Data Google Optimize Link - Test 01 with webinars & whitepapers (ended)
Google Optimize Link - Test 02 with whitepapers

|Learnings | Insights from the test | |Next steps | Follow up tests, hard code winner, etc |

Variations

Mobile Control

Screenshot 2019-08-20 at 14 52 15

Mobile Variation

Screenshot 2019-08-20 at 14 52 05

Desktop Control

Screenshot 2019-08-20 at 14 52 56

Desktop Variation

Screenshot 2019-08-20 at 14 52 25
caldav commented 5 years ago

Examples: Screenshot_2019-07-11 A guide to edge computing and the tools you need Ubuntu Screenshot_2019-07-11 How to integrate Ubuntu Desktop with Active Directory Ubuntu(1) Screenshot_2019-07-11 The future of mobile connectivity Ubuntu

@anasereijo what do you think? It's a removal of other nav items.

anasereijo commented 5 years ago

Hi @caldav, could you please explain the reason why we are removing the links from the nav? Design wise looks good, just wondering what we are testing. Thank you

caldav commented 5 years ago

@anasereijo the goal is to increase the conversion rate of engage forms. Removing the nav is a pretty common practice for landing pages - that we never tried so far: it's supposed to highlight the content and reduce mental load on the page, leaving the form or the video as the main possible action.

anasereijo commented 5 years ago

@caldav makes sense! Should we remove the global nav links too or you think it's necessary? otherwise looks good to me!

caldav commented 5 years ago

Maybe as a step 2! Let's start with this one.

cristinadresch commented 5 years ago

Results split by devices show that on desktop there is a 5% increase, and on mobile is down by 9%. Interestingly, if you look at the page metrics screenshot you will see the increase in bounce and exit rate is coming primarily from desktop so the drop in form submission isn't related to bounce (it actually reduced slightly on mobile).

@caldav we can discuss this one further tomorrow, it would be good to compare next page visits between control/variation as that could be causing the issue

Screenshot 2019-08-20 at 14 30 11 Screenshot 2019-08-20 at 14 31 12 Screenshot 2019-08-20 at 14 45 31 Screenshot 2019-08-20 at 14 45 48
cristinadresch commented 5 years ago

@caldav to pause and relaunch only with whitepaper as we cant track conversions for webinars

caldav commented 5 years ago

Done

cristinadresch commented 5 years ago

@cristinadresch to start draft of results for this

cristinadresch commented 5 years ago

@caldav to push winning version to 100%

caldav commented 4 years ago

@anasereijo to design v2 with hero extending to the top

eg. Screenshot from 2019-10-16 16-07-51

anasereijo commented 4 years ago

@caldav this is now ready https://github.com/canonical-web-and-design/web-squad/issues/1869 👍

cristinadresch commented 4 years ago

Results slides https://docs.google.com/presentation/d/1DRMF3fr3orMtaTj89eYHCCx4qOWZCeY0EmKd1MAOqKU/edit#slide=id.g61d7092969_0_786