Are you right-brained or left-brained? Does your brain lateralization affect how you interact with websites? These were burning questions for SearchAdNetwork and Westwood College. To find the answers, SearchAdNetwork tested contact form placement—right side of page versus left—on Westwood’s numerous degree program landing pages in an effort to link the type of program and brain hemisphere dominance to contact form location.
Discovering a connection between brain lateralization and contact form location could have had a major impact on the search and web design industries, deciding on form placement based on the common characteristics of one’s target audience. SearchAdNetwork did not find a universal correlation between brain lateralization and form locations; however, they did succeed in optimizing Westwood’s program landing pages, lifting conversion rates by 39.87% on averages, with 83.1% being the greatest improvement.