How KinderCare Increased Leads by 57% From Testing a Single Button

Written by Allen Tyler on Wednesday, August 1, 2012

The latest from the Always Be Testing series.

Our Day2 team is sharing the results of real-life optimization case studies in our new blog series, 'Always Be Testing.'

The marketing optimization team worked with Knowledge Universe to ensure the KinderCare website included the right information visitors wanted, and also pulled them through the conversion process.

Could we help KinderCare increase the website conversion rate for visitors filling out an inquiry form by optimizing the text on the button that opens the form?

57% Lift

Control:		Winning Experience:

KinderCare knows that many families who come to the website are searching for information about both the price and availability of their services. One of the best ways that KinderCare can get that information to families is by getting in contact with them over the phone or in person. In order to help entice people to fill out one of these contact forms, we decided to test the website with some different text on the button.		The default button text was “Schedule a Tour.” We tested three other variations: “Contact This Center >”, “Tuition & Openings”, and “Tour this Center.” The result was a 282% lift in the conversion rate for this form. The overall website lift for all inquiry types combined was 57%! This is just another example of how website testing can improve online conversion rates.

Why do you think this button text resulted in this much form conversion rate lift? Let us know in the comments!

Comments

Sarah (not verified)

Thu, 08/02/2012 - 15:56

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It seems like these actions

It seems like these actions would have totally different results. Tour this facility could open an image gallery, for example. It may just be that in the buying cycle for this, people want to see if there are openings and if the school is affordable before touring the place. Seems like this insight could be gathered during the discovery phase of project. I was expecting variations of the same button action like 'Contact Us' vs 'Contact this Center' vs 'Submit an Inquiry'.... Interesting stuff though....

Terry (not verified)

Fri, 08/03/2012 - 21:56

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Agree that Schedule a Tour is

Agree that Schedule a Tour is vague. But I guessed that Tuition & Openings would win simply because those are two of the first things that people want to know. Only after they know the cost and whether there are places will they want to schedule a tour.

Allen Tyler

Fri, 08/10/2012 - 14:59

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@Sarah Thanks for your

@Sarah Thanks for your thoughts!

We did learn some of this insight during the discovery phase, and we wanted to test it. Many families that come to the website want to know about the pricing and availability of KinderCare’s services. However, both of those items can be variable based on the specific KinderCare center. The best way that an inquiring family can learn that information is to get in touch with a center director. Completing the form that is opened up by this button initiates the dialog between a family and the center director about the tuition and available openings.

@Terry Thanks for participating!

We totally agree. However, the best way for families to get accurate information about tuition and openings is to talk to the center director. This button opens up a form that can start that conversation and get the family the information they seek. Then they will hopefully schedule a tour!

Jeff C. (not verified)

Fri, 08/10/2012 - 16:30

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I used this example in a talk

I used this example in a talk I gave this week and polled the room on what option they thought would perform better. It was fairly evenly split. It's funny how you really never know what will work until you test. Always be testing indeed.

Jeff

Julie Booth (not verified)

Mon, 08/13/2012 - 13:51

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My hypothesis is that every

My hypothesis is that every other button was a call-to-action "schedule" "tour" "contact" . If the user is not ready to take the commitment step to provide contact (and engage in a conversation) because they don't have enough info to answer simple questions -- like "are there openings?" and "how much does it cost?" they will naturally click on a button to see "Tuition and Openings" . Though, that seems like a bait that might be annoying -- if I clicked that button and did not get my answer, I'd be peeved at having to fill out a form.

Julie Booth (not verified)

Mon, 08/13/2012 - 13:52

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