11% conversion rate increase with a “Commitment Checkbox”

Increasing website conversion rate is what we do, and what we love.

We’re always astounded by the little things that help to increase conversion rate, and then discovering the reasons why they work so we can apply them more effectively in the future.

In February we began an optimization project for a mortgage company, ultimately driving a 37% increase in completed refinancing applications from their site.

One of the most successful elements that we tested as part of this project was to implement a simple checkbox on the front page of their website:

Users were asked to check that box, and enter their first name and email address to begin the refinancing process.

This checkbox alone, with that particular title, helped increase their successful application conversion rate by over 11% – an increase of hundreds more applications a month!

Why did this work?

Wading through a full mortgage application online is a daunting process – taking up to 20 minutes and requiring an abundance of personal data.

By asking users to take a small, positive action up front, they’ve reinforced their commitment to the process, and the results speak for themselves.

How can you implement a test yourself?

Using a “commitment checkbox” tends to work best if you’re in the business of lead generation or you utilize a multistage sales process.

Here are some tips to get started:

• Just get it live! At first you don’t need to segment or track the results from the checkbox – just get in on there.
• The text you use for the headline will make a significant difference. Absolutely, positively split-test the headline itself.
• Make the commitment positive & personalized. Sart your sentence with “Yes!” and personalize the headline – for example “Yes – I am ready to improve my website’s conversion rate!”

Give it a shot, and let us know how it works for you.

As always, please contact us if you’re interested in learning how we can accelerate your website conversion rate testing – we drive incredible results for our clients, charge nothing up front, and guarantee our performance.