Case Study: 1-800-DENTIST achieves a 23.3% increase in sign-ups with Optimizely

1-800-DENTIST Boosts Sign-ups by 23.3%

1-800-DENTIST connects consumers with local dentists through a five-step online sign-up flow. After testing, the product team discovered that breaking the flow into five pages improved overall conversions but caused a sharp increase in drop-offs on the first step, which originally requested ZIP code, dental need, and insurance/payment info.

To address this, they A/B tested a simplified homepage that asked only for ZIP code and moved the other fields to later steps, tracking micro- and macro-goals (including “Thank You” pageviews). The streamlined first step lifted conversion from 16.8% to 20.8—a 23.3% increase—in under a week.

1-800-DENTIST

Elliot Kharkats

Web Analytics & Testing Manager