One next-step path instead of two after a calculator: +3% estimates
Test run bySeer InteractiveCRO agency
Commentary byLiftArchiveOur analysis, not theirsMerging two next-step paths into a single option after the Trex Cost Calculator lifted detailed estimate conversions by 3%.
Seer Interactive ran this A/B test for Trex, the composite decking brand, and also refined the criteria used to route each lead.
It was the last of three tests on the calculator.
- Detailed estimate conversions: +3% against the control.
- This is a small lift and the source does not say whether it reached statistical significance, so treat it as a possible gain.
- It was test 3 of 3. Earlier tests lifted lead form conversions by 23% and 40%.
The change
Two next-step pathways become one routed option.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
After using the calculator, visitors saw two separate pathways to choose from for their next step.
Variant
The two pathways were condensed into a single option, with refined rules deciding where each user was routed based on their stage in the decision.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Two pathways ask users to decide which one fits them. One option removes that choice.
- Better routing rules may send each user to a step that suits where they are, so fewer drop out.
- Earlier tests had already fixed the biggest friction, which may explain why the gain here was smaller.
Caveats: Two changes shipped together (one pathway plus new routing rules), so the lift can't be credited to either alone. Sample size, duration and significance were not shared.
Who ran it
Seer Interactive ran this test for composite decking brand (cost calculator leads) and published the results (Seer Interactive case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Seer Interactive →
How to run this test on your site
- Hypothesis
- If we replace two next-step paths with one clear option and route users by their stage, then more users will request a detailed estimate because they no longer have to choose between paths.
- Primary metric
- Detailed estimate requests per calculator user
- Guardrails
- Lead quality by routing destination
- Total lead form submissions
- Sales follow-up rate
- Who should test it
- Lead-gen sites that offer several next steps after a tool or quote (call, estimate, find a dealer). It may not help if the paths serve truly different buyers who need different offers.
Questions
Is it better to offer one call to action or several after a quote?
In this test, one option slightly beat two, with a 3% lift.
The gain was small and its significance was not reported.
What is lead routing?
Lead routing sends each prospect to a next step or team based on rules, such as project stage or size.
Here it was refined alongside the single pathway.