Conditional routing based on self-selection drives more leads

+13% qualified lead increase

Using conditional routing based on self-selection, this test ensured prospects were guided to the most relevant path. This improved both lead quality and user experience by reducing friction and making the process more intuitive.

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Intent

Friction

Conditional routing allowed prospects to self-select their path, presenting them only with the next steps relevant to their needs. This reduced the perceived effort of navigating through unnecessary options and ensured a smoother, more personalized experience. By streamlining the user journey, the test effectively minimized friction and improved engagement.

Motivation

Plays