How design impacts conversion on a long-form email acquisition page
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.
Will design elements that break up the information on a long-form landing page increase conversions?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
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
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.
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.