Does a How It Works Section Reduce Hesitation? A/B Test

Primary action completion rate

Compare whether adding a process explanation changes completion of the target action.

• Next-step completion rateAmong visitors who start the action after seeing the explanation, compare completion of the predefined next step.
• Process-related support contactsTrack support questions such as “What happens next?”.
• Process section visibilityMeasure whether the section enters the viewport; visibility does not prove it was read.
• Drop-off at the first actual stepCompare abandonment among visitors who begin the first real step.

• ExplanationAdd one predefined sequence that describes the existing process.
• Keep constantKeep the real process, CTA, testimonials and other page copy unchanged.
• EffortShow the required work clearly; do not add an unmeasured time estimate.
• AudienceReview existing segments with different product experience.
• Separate testsTest detail level or time estimates separately.

1. 1Do not make a process seem shorter than it really is.
2. 2Do not add the process explanation and testimonials together in the same test.
3. 3Do not state an unmeasured time estimate.
4. 4Do not add page weight that slows the page and confounds the result.
5. 5Do not hide a required step such as verification or consent to make the process seem simpler.