# One next-step path instead of two after a calculator: +3% estimates

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Routing, Choices
- Test run by: [Seer Interactive](https://liftarchive.com/practitioners/seer-interactive/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.seerinteractive.com/work/case-studies/trex-calculator-conversions-lift
- Page: https://liftarchive.com/test/trex-calculator-single-pathway-routing/

Merging 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.

## Result

**+3% estimates**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Lead quality by routing destination
- Guardrail: Total lead form submissions
- Guardrail: 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.

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Credit: Seer Interactive ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/trex-calculator-single-pathway-routing/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.