How a cleaner design affects website engagement - NextAfter

How a cleaner design affects website engagement

Experiment ID: #73256


Experiment Summary

Timeframe: 05/06/2021 - 08/04/2021

In this experiment, we wondered if the /learn page on was too cluttered to help people find meaningful content. We hypothesized that a cleaner design would lead people deeper into our library of content – leading to more click-throughs on the page as well as longer session durations.

Research Question

We believe that simplifying the design of the resources page for website visitors will achieve more clickthroughs into the resource library.


C: Control
T1: Treatment #1


  Treatment Name Click Rate Relative Difference Confidence
C: Control 78.5%
T1: Treatment #1 84.0% 6.9% 86.1%

This experiment has a required sample size of 387 in order to be valid. Since the experiment had a total sample size of 478, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The end results were approaching validity with a 6.9% increase in next-page clicks. It had no detectable impact on overall conversion metrics. And it increased the average session duration by a full minute (Control: 4:26, Treatment: 5:24).

Additionally, the average time spent on the /learn page was cut in half – meaning the treatment was more effective at getting someone to choose a category of interest (Control: 1:01, Treatment: 0:35.)



Experiment Documented by Nathan Hill
Nathan Hill is Vice President of Marketing at NextAfter.

Question about experiment #73256

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.