As part of our ITERATE AB testing program, we conducted comprehensive research and analysis for a leading enterprise software company. Our prioritization process identified a significant opportunity: one of their key product pages was underperforming in visitor conversions. While their software solution was a market leader in its category, the digital experience wasn't matching their strong market position.
Here's how we transformed their product page into a conversion engine, driving a 27.8% increase in form submissions with high statistical confidence.
The data showed that visitors weren't engaging with the trial form effectively. Despite offering an industry-leading vulnerability scanning solution, the page structure wasn't optimized for conversion. Our analysis revealed several key issues hampering performance. The form placement failed to align with natural user decision points in the journey, while the complex page layout introduced unnecessary friction in the trial signup process. Additionally, multiple competing calls-to-action throughout the page reduced the trial form's visibility and impact.
We implemented a data-driven redesign focused on streamlining the user experience and improving form accessibility. Our solution centered on strategic form placement and interface simplification.
Key implementation elements:
We moved the form up above the fold:
Our AB test delivered impressive results across all key metrics. The changes showed strong statistical confidence while generating significant impact in both conversion rates and revenue. Most importantly, we achieved these improvements while maintaining the detailed product information essential for enterprise purchasing decisions.
Form Submission Results:
| Metric | Control | Variation | Lift |
| Users | 6,398 | 6,250 | - |
| Form Submissions | 294 | 367 | - |
| Conversion Rate | 4.60% | 5.87% | 27.8% |
| Conservative Lift Estimate | - | - | 21.0% |
| Statistical Confidence | - | - | 99% |
Revenue Impact:
| Metric | Value |
| Lift Revenue | +188% |
| Revenue per User | +108.6% |
| Conservative RPU Lift | +42.7% |
| Statistical Confidence | 91% |
The test results demonstrate the impact of strategic form placement and simplified user paths on conversion rates. Moving the form to a prominent header position significantly increased engagement, while reducing competing calls-to-action helped streamline the conversion process. The approach balanced lead generation optimization with maintaining access to detailed product information. This proved particularly effective in a technical B2B context, where prospects need comprehensive information during their evaluation process. The lift in both trial signups and revenue validates the conversion optimization approach.
Want to see similar conversion rate improvements for your enterprise software pages? Let's discuss how our data-driven approach can transform your digital presence.
Appendix: Detailed Test Parameters
Test Configuration:
| Parameter | Value |
| Test Duration | 20 days |
| Device Targeting | All devices |
| Browser Targeting | All modern browsers |
| Primary Metric | Form Submissions |
| Statistical Confidence | 99% |
Field Notes
