Less choices reduce bounce rate and increases conversions

by Chance Smith


Last spring, I conducted a A/B test on a clients site, Goodman Ranch.

Problem to Solve

As of yet, the homepage was not creating trackable leads.


Create a more minimal homepage with a form to capture leads.


The winning variation of the test resulted in a 5% less bounce rate and 1.02% conversion rate.

Original Homepage

goodman ranch homepage test

Winning Variation

goodman ranch homepage test variation


Moving forward it would be best to keep testing for a better conversion rate. The bounce rate is at a all time low of 22%.

I would suggest at this point to:

  • make the homepage more minimal
  • clean up css styles
  • keep testing what pictures and text convert better with the form.