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

1-800-DENTIST Optimizes Checkout to Boost Sign-ups 23.3%

1-800-DENTIST, which matches consumers with local dentists through online sign-ups, sought to boost online conversions. Their five-step sign-up flow improved overall commitment but the initial page — asking for ZIP code, dental need, and insurance/payment — had high drop-off, so the team needed to reduce friction without losing essential data.

They tested a simplified homepage that asked only for ZIP code and moved dental need and insurance/payment to later steps, using macro (Thank You pageviews) and micro goals to measure behavior. The change lifted conversion from 16.8% to 20.8%, a 23.3% increase in sign-ups in under a week.

1-800-DENTIST

Elliot Kharkats

Web Analytics & Testing Manager