How design impacts conversion on a long-form email acquisition page | NextAfter

How design impacts conversion on a long-form email acquisition page

Experiment ID: #37702


Experiment Summary

Timeframe: 10/12/2020 - 10/20/2020

In this experiment, we were running a pre-sign up offer for a year-end fundraising training course. There was quite a lot of copy on the landing page to communicate the value and various components of the training. And we wondered if using design elements could help users understand the copy better and lead to more conversions.

Research Question

Will design elements that break up the information on a long-form landing page increase conversions?


C: Text-Only
T1: Design Elements


Treatment Name Conv. Rate Relative Difference Confidence
C: Text-Only 37.6%
T1: Design Elements 52.9% 40.4% 99.9%

This experiment has a required sample size of 82 in order to be valid. Since the experiment had a total sample size of 499, 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
× 40.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

The more designed landing page was the clear winner with a 40% increase in conversion at a 99% level of confidence. Going forward, we can be sure that design elements on a long form landing page like this can be used to make the page more scannable, easier to understand, and higher converting.

Experiment Documented by Nathan Hill
Nathan Hill is Marketing Director at NextAfter.

Question about experiment #37702

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