Asana is a leading project management software company that promises to help businesses thrive. And with more than 100,000 organizations and millions of teams on its roster, it’s safe to say they’re keeping that promise.
Asana offers free trials to businesses interested in using their tools to effectively manage their projects, tasks and daily work. Yet, is this free trial offer optimized to bring them the most value? We could test that.
The Opportunity: Additional Conversion Step May Create Friction & Confusion for Website Visitors
When a visitor lands on Asana’s Home page, they’re met with a dual CTA. They can either choose to watch a video about Asana’s capabilities or start a free trial.
If the visitor decides to click the free trial offer button, they’re taken to another landing page that includes a form field. This field asks for the company email to get started. And it’s an additional step that may be better off removed for a better user experience.
The Control
Our Hypothesis: Eliminating the Additional Step Will Increase Conversions
In past experiments, we’ve found that adding form fields to landing pages provides visitors with clarity around what action they need to take. After all, decision fatigue is real and often leads to confusion and increased bounce rates.
In one specific example, we included a form in addition to a CTA to guide visitors through the funnel. As a result, we saw a 6% increase in lead form submissions.
The Potential Fix: Replacing the Two CTAs With a Single Form Field
We would begin our test by removing the two CTAs completely from the hero section. We would then add a single free trial CTA in the form of a field asking for the company email address.
As a result, this would eliminate the extra step in the process and create a more engaging hero experience. We hypothesize this simple change would eliminate friction, enhance the user experience and increase free trial submissions.
The Variation
What Can Cro Metrics Test for You?
One simple change may stand between Asana and increased conversions. What simple change on your website could move the needle for your business? Let’s perform some tests to find out. To learn more about our experimentation and optimization programs, send us a message.