Optimizing the User Experience with A/B Testing: How a UK Windows and Doors Supplier Increased Quote Conversion Rate by 5%.

By Luke Hardwick

August 10, 2023


Recently,  a leading supplier and installer of windows and doors in the UK recognized the immense potential that an optimized online presence can bring. The company came to this realization by identifying one major problem: their online quote submission forms were experiencing performance issues during user testing and session replays. This was particularly the case for smartphone users with slower network connections. Since then, their focus has been on improving the user experience (UX) and performance of all online submission forms. This was a problem they needed to solve and solve quickly. Thus, they decided to use A/B testing to optimize their forms as a means to improve the user experience and increase conversions.

The A/B Testing Plan to Revamp UX & Increase Conversions

The windows and doors supplier’s team had a primary goal of enhancing the performance of the first page of the quote form. The problem was the alignment of the form fields was skewed. To tackle this issue head on, the team proposed an updated design featuring vertical alignment, simplified button choices, enhanced performance, and improved responsiveness. They also relocated the Terms & Conditions below the main CTA to remove distractions. The hypothesis was, by addressing these issues through an A/B test (especially with mobile users in mind) they could improve quote conversion rates dramatically. And they did!

The Results

The outcome of the experiment was highly significant. The quote conversion rates saw an uplift of +5.06% with the introduction of the new form layout. Notably, the driving forces behind this uplift were direct traffic and Facebook, contributing over 98% of the traffic. Facebook saw a boost of +5.29% and direct traffic, +4.72%. The moral of the story? Revamping the UX on the quote form significantly improved the quote conversion rate, especially for mobile users.

Final Thoughts

This A/B testing experiment proved that simple UX enhancements could lead to meaningful improvements in quote conversion rates. By making the form more mobile-friendly and less distracting, this organization saw a significant uplift in conversions. Based on these results, the improved experience implemented across 100% of the site’s traffic over a 30-day period would bring an impressive +505 new quotes to the business!

Following the success of this experiment, the company is already working to hard code the changes and run further iterations on the new experience. They plan to continue refining field input, loading graphics, enhancing the second page of the quote form, and optimizing other key areas of the site where smartphone performance can be improved. This case study proves the power of data-driven decisions and the role of A/B testing in optimizing UX—especially in an age where mobile browsing is so prevalent.

Want to speak to an experimentation expert? We’ll show you how SiteSpect’s A/B testing and personalization platform can nail your conversion rate optimization (CRO) goals.


Luke Hardwick

Luke Hardwick

Luke Hardwick is a Manager of Customer Success at SiteSpect, consulting for SiteSpect users on their optimization and personalization road maps and projects. Luke is based in London and has experience as an conversion rate optimization specialist across many softwares before landing at SiteSpect.

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