631 Howard St. Suite 100 San Francisco, CA 94105 hello@optimizely.com (800) 252-9480 Challenge: 1-800-DENTIST’s goal is to match every visitor to its website with a local dentist. In a five-step flow, visitors enter personal information to place them with the best fit. Through testing, the 1-800-DENTIST product team realized early on that breaking the flow into five separate pages led more visitors to convert. Reducing sign-up field friction converts more site visitors to customers Case Study: 1-800-DENTIST At a Glance: Customer: Website: http:/ /www.1800dentist.com Industry: E-commerce About: 1-800-DENTIST pairs consumers with dentists in their area through online sign-ups, using a nationwide network of thousands of dental professionals. Goals: In

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