How a radical landing page redesign affects name acquisition rate
Experiment ID: #1692
Stanford Graduate School of Business
Experiment Summary
Timeframe: 07/03/2015 - 07/17/2015
Stanford’s Graduate School of Business was promoting a free ebook to build the list for their email publication Insights by Stanford Business. They had launched with a three-column landing page designed to educate the visitor about the book by putting as much information as possible above the fold. While this campaign delivered cost-effective email acquisition, they thought that a page redesign could improve conversion and lower cost-per-name.
They devised a treatment page that “stacked” the information, starting with a headline that advertised what the visitor receives (“Get the free ebook”) rather than what the visitor wants to do (“Build a winning business”). The copy was also reduced dramatically and sharpened to intensify the force of the value proposition. Finally, the form was brought inline with the eye path and the featured contributors were brought up from below to bolster credibility.
Research Question
Will a radical landing page redesign increase name conversion rate?
Design
C: Control
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[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 510
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 38.7% | ||
| T1: | Treatment 1 | 42.9% | 10.8% | 97.9% |
This experiment has a required sample size of 1,052 in order to be valid. Since the experiment had a total sample size of 2,908, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 10.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The new treatment delivered a 10% lift in conversion — which gave us great insight into the construction of the page. Next, we will focus on copy to see if we can further build the value proposition.