Homepage that answers booking doubts: more online appointments
Test run byAGConsultCRO agency
Commentary byLiftArchiveOur analysis, not theirsA Carglass Belgium homepage that answered visitors' main questions and doubts brought in more online appointments than the original.
AGConsult ran the A/B test, but the source gives no figure for the lift.
The winning page looked busier, yet gave visitors more clarity.
- Online appointments: up versus the original, per the source. No percentage or sample size is shared.
- The busier page won, which goes against the idea that a cleaner homepage always converts better.
The change
Homepage adds content that answers booking questions and doubts
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original homepage. Research found that 65% of visitors came to book an appointment, but far fewer actually did.
Variant
A new homepage built from user research that addressed the top questions and worries people had about booking a vehicle glass repair. It carried more content and looked more cluttered.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Most visitors arrived ready to book. Answering their doubts on the spot removed the last reasons to hold back.
- The content came from user research on what made people hesitate, so it hit the real objections, not guesses.
- For a service people rarely buy, reassurance can matter more than a clean look.
Caveats: The source says the variant drove more online appointments but gives no figure, sample size or duration.
Who ran it
AGConsult ran this test and published the results (AGConsult case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on AGConsult →
How to run this test on your site
- Hypothesis
- If we answer visitors' main booking questions and doubts on the homepage, then more will book online because fewer will leave unsure or call instead.
- Primary metric
- Online appointments booked per visitor
- Guardrails
- Phone call volume
- Bounce rate
- Booking form completion rate
- Who should test it
- Service and lead-gen businesses where most visitors come to book but many drop off, and where buyers have real worries about price, time or quality. Do the research first so you answer real doubts. If visitors mostly come to browse, extra content may just get in the way.
Questions
Is a cluttered homepage bad for conversion?
Not always. If the extra content answers what visitors are worried about, a busier page can convert better.
What hurts is content that doesn't help the decision.
How do I find out what stops visitors from booking?
Run user research: surveys, interviews, usability tests and customer service logs.
Look for repeated questions and fears about the booking.
Where should reassurance go on a service homepage?
Near the booking button, where the decision happens.
Short answers to the top two or three doubts usually work better than a long page further down.