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How Chicago Booth Increased Their Info Request Rates by 46%
Chicago Booth is a business school that empowers bold thinkers and inquisitive minds to dig deeper, discover more, and shape the future.
The landing pages for each specific program were very well designed and simplistic, but the form was dense and lengthy. These two aesthetics were competing and creating a perception of difficulty that surrounded the form. The internal Booth team was also hitting roadblocks when trying to reduce the length of the form because their internal team wanted to add more fields to the form for their own purposes.
The first step was designed to require very little effort both in action and thought.
Displaying only one choice as the conversion option aligned with the rest of the page in the simplistic design
The form was redesigned to include separate steps.
Foot-in-the-Door Technique – Once the users had made a simple decision (selecting the program they wanted more information on) they were more likely to continue making small decisions and thus continuing to complete the form piece by piece.
The desktop experience has a more visual aesthetic and enables users to see the other elements of the site right next to the form. This reaffirmed that the visual appeal had a large impact on the outcome.