This Is Why We Test: What Happens When You Give Users More Options

Testing and strategy by BMG360's CRO Lead, Nicole DeCesare .

At the core of conversion rate optimization is one simple truth: test everything.

We know that best practice suggests minimizing distractions to prioritize the CTA, but at times, especially for high-value conversions or larger purchase or commitment decisions, it's important to provide more information and proof.

So, while strategizing on improvements to an enrollment campaign for a client in the education space, we ran a classic experiment to optimize the user experience and drive more applications. We wanted to see if adding a “Learn More” button next to “Apply Now” on their homepage popup to provide a little extra info would nudge more users to apply.

The Experiment

• Test Type: A/B Test
• Targeting: All site visitors
• Hypothesis: Adding a “Learn More” button linking to the /apply page would improve user experience and boost applications.
• Primary KPI: Completed Applications
• Additional KPIs: Apply Now Clicks, Learn More Clicks
• Days Live: 22

It looked something like this:

The Results

Total button clicks increased by 34%. People were more engaged. But, applications decreased by 12%. The “Learn More” button had a respectable 1.68% click-through rate, but it seemed to introduce distractions, dampening the urgency to apply.

Key Takeaways

More clicks ≠ more conversions. Giving users too many options = hesitation = fewer applications. Urgency matters, in this case, even in high-commitment conversions. “Apply Now” lost its punch when it wasn’t the only option.

What’s Next? Continue with Focused CTAs

This test reinforced the principle that when the goal is action, simplicity wins. But testing is about learning, and these insights help refine our approach.

Here's where we're headed next in this case:

• Make “Learn More” secondary. A subtle link to keep “Apply Now” in the spotlight.
• CTAs should be clear, direct, and singular. Less room for distraction = faster action.
• Test embedded application forms. Fewer page jumps = fewer drop-offs.

This was a win. We got the data we needed to make smarter decisions. And that’s exactly how you build an optimized, high-converting experience.

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This article was originally published here.