ProCare Accessibility & Conversion Optimization
Redesigning a high-friction lead capture experience into a structured entry flow using behavioral UX testing, multivariate experimentation, and accessibility-first design principles.
Increase in user interaction and form progression behavior.
Decrease in abandonment during initial form interaction.
Improvement in successful form submissions across variants.
Early dropoff and inconsistent interactions
The Quick Apply form was a critical entry point into the candidate journey, but behavioral data showed significant friction. Users were dropping off early, interacting inconsistently with fields, and struggling with unclear form structure.
Observed Issue
Users were not following the intended form flow and interaction patterns suggested confusion in field hierarchy and input order.
Hotjar Heatmap Showing Order of Clicks
Accessibility & usibility feedback
Accessibility Hypothesis
Improving contrast, input clarity, and validation feedback will increase completion rates by reducing cognitive and visual friction.
Usability Hypothesis
Structuring the form as a guided flow rather than a static layout will reduce abandonment and improve completion behavior.
Original Form’s Color Contrast Results
Behavioral Insights
- Users frequently interacted with lower-priority fields first, indicating unclear hierarchy.
- Drop-off patterns clustered around early form steps, suggesting initial friction rather than completion fatigue.
- Error states were not consistently visible or recoverable, increasing abandonment risk.
A multivariant test of 3 quick apply forms
A multivariate test was conducted across three variations of the Quick Apply form to evaluate the impact of structure, accessibility, and flow clarity.
Control
Original static form with baseline performance issues.
Variation A
Reordered layout based on observed user interaction patterns.
Variation B
Accessibility-first version with improved contrast and validation clarity.
The control with friction points and high abandonment, as well as patterns of form field order. Most users began with the drop down field even though it was further down the form.
Variant 1: Pink; Redesigned for improved flow and based on observations from Mouseflow heatmaps and recordings.
Variant 2: Purple; Designed specifically with accessibility in mind: better contrast, keyboard-friendly fields, and clearer validation. Includes all improvements to user flow as Variation 1.
Decreased abandonment, increased engagement, & increased conversion
Outcome
Both redesigned variations outperformed the control, with the accessibility-focused version showing the most sustainable long-term performance balance.
Structure, hierarchy, and accessibility directly shape user completion behavior.
Next Steps
Based on results, the accessibility-focused variation was recommended for long-term implementation, with continued monitoring of conversion stability and downstream application behavior.