The Navigators

How prioritizing body copy over a header image affects landing page sign-up

Experiment ID: #160076

The Navigators

Experiment Summary

Timeframe: 08/03/2023 - 08/11/2023

The landing page for The Navigators’ Digital Disciple Journal is focused on name acquisition. In an attempt to increase sign-up rate on the page, we created two different treatments against the control. The first utilizes a smaller header image, our hypothesis is that this would prioritize the copy more and communicate more value when the user first arrives on the page versus only seeing the image and some of the headline. We theorized that especially in mobile, this would show the greatest improvement. For the second treatment, we eliminated the header images completely. When the user arrives on the page, they are immediately met with the headline and value copy of the body text. We belive both of these edits, though slight, would make an impact on sign-up by better prioritizing what the user sees and reads when they land on the page.

Research Question

We believe that prioritizing the body copy over the header image for users arriving on the DDJ landing page will achieve an increase in sign-up rate because headline and copy will better reinforce the value of why they should sign up than an image will. .

Design

C: Control
T1: Smaller Image
T2: No Image

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 34.5%
T1: Smaller Image 35.3% 2.5% 26.5%
T2: No Image 34.9% 1.3% 14.3%

This experiment has a required sample size of 35,469 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The key learning from this experiment is that prioritizing the body copy over the header image on the landing page of the Digital Disciple Journal resulted in a very small different. The increase was only 2.5% with a level of confidence 26%. What this tells us is that despite rearranging the elements of the page, this is unlikely the reason why users are not converting on the page. Instead, it prompts us to turn our focus towards the elements themselves rather than their order. Whether they see the body copy when they first arrive or not, what does the body copy actually say?

In future experiments, it would be valuable to further explore these questions. Additionally, it would be beneficial to investigate other factors that may influence sign-up rate, such as the placement and prominence of the sign-up form, the call-to-action wording, or the use of social proof and testimonials


Experiment Documented by NextAfter

Question about experiment #160076

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