How does a scannable, mobile-optimized landing page affect the sign-up rate?
Experiment ID: #204921
American Cornerstone Institute
Experiment Summary
Ended On: 08/03/2026
For ACI’s evergreen Prayer Call sign-up page, we found that more than 90% of landing page traffic came from mobile devices. Based on this insight, we tested a more scannable version of the page copy designed to improve the mobile user experience and make it easier for visitors to quickly understand the invitation and sign up for the prayer call.
Traffic was split evenly between the control and treatment experiences to measure whether the mobile-optimized copy increased the landing page sign-up rate.
Research Question
We believe optimizing the landing page experience for mobile users will improve the page’s effectiveness and increase email acquisition rates, as 91% of current page visits come from mobile devices.
Design
C: Control
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 20.2% | ||
| T1: | Treatment #1 | 21.9% | 8.7% | 96.2% |
This experiment has a required sample size of 4,125 in order to be valid. Since the experiment had a total sample size of 9,278, 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
× 8.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that optimizing the landing page for mobile users significantly increased email acquisition. The treatment, which featured shorter, more scannable copy tailored to the mobile experience, produced an 8.7% increase in email sign-ups with a 96.2% level of statistical confidence.
The treatment also resulted in a 15.9% increase in overall transactions, though this result reached only a 51.6% level of confidence and is not statistically significant. While this directional lift suggests that the streamlined experience may have attracted more motivated supporters, we cannot confidently conclude that the treatment directly increased giving.
These results reinforce the importance of designing for the devices visitors use—especially when mobile users account for more than 90% of landing page traffic. Moving forward, ACI should continue prioritizing concise, scannable copy and mobile-friendly page experiences. Future tests could explore additional improvements to the page’s content hierarchy, form length, design, and calls to action to increase sign-ups and encourage more supporters to take the next step toward giving.