Luther Seminary

How radically redesigning a landing page with clarifying copy and removing navigation effects email acquisition rate

Experiment ID: #97622

Luther Seminary

Experiment Summary

Timeframe: 06/16/2022 - 08/04/2022

Luther Seminary had been running their acquisition pages with navigation in the header and footer of the page. They wanted to test what would happen if we removed the navigation from the page to see if this would increase email acquisition.

We tested this concept on their Cosmic Adventure online course landing page. On top of this page having the navigation bars, the offer was not performing well for a consistent amount of time, so they also wanted to test changing the headline and body copy of the page to see if providing clarity for the user as to what they would receive in this course would help increase email acquisition.

The original page language was vague throughout the headline, sub-headline, and body copy. Within the new copy, we wanted to be very specific in the headline and subheadline by stating exactly what this course would do for them – give them answers to questions between science and faith through an informative course. Within the body copy, we wanted to focus on curiosity and clarity.

Research Question

We believe that removing the navigation and providing clarity in the page copy for users signing up for this online course will achieve a higher email acquisition rate.

Design

Array ( [0] => Array ( [ID] => 49630 [id] => 49630 [title] => Control.png [filename] => Control-4083.png [filesize] => 299204 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [link] => https://www.nextafter.com/experiments/how-radically-redesigning-a-landing-page-with-clarifying-copy-and-removing-navigation-effects-email-acquisition-rate/attachment/control-png-4733/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-4733 [status] => inherit [uploaded_to] => 30765 [date] => 2023-02-02 19:31:06 [modified] => 2023-02-02 19:31:06 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1565 [height] => 1857 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-253x300.png [medium-width] => 253 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-768x911.png [medium_large-width] => 640 [medium_large-height] => 759 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-863x1024.png [large-width] => 640 [large-height] => 759 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-1294x1536.png [1536x1536-width] => 1294 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [2048x2048-width] => 1565 [2048x2048-height] => 1857 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [tp-image-grid-width] => 590 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-42x50.png [admin-width] => 42 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [full-width] => 1565 [full-height] => 1857 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-372x441.png [thumb_372-width] => 372 [thumb_372-height] => 441 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-527x625.png [single_post_thumbnail-width] => 527 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-27x32.png [thumb_32_32-width] => 27 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-40x48.png [thumb_48_48-width] => 40 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-54x64.png [thumb_64_64-width] => 54 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-108x128.png [thumb_128_128-width] => 108 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-56x67.png [thumb_122_67-width] => 56 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-129x153.png [thumb_153_153-width] => 129 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-130x154.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 154 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-149x177.png [thumb_232_177-width] => 149 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-544x646.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 646 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-271x322.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 322 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-228x271.png [thumb_271_271-width] => 228 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-145x172.png [thumb_272_172-width] => 145 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-372x441.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 441 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-372x441.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 441 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-228x270.png [thumb_385_270-width] => 228 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-203x241.png [thumb_416_241-width] => 203 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-346x410.png [thumb_448_410-width] => 346 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-691x820.png [thumb_448_410_retina-width] => 691 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-322x382.png [thumb_574_382-width] => 322 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-333x395.png [thumb_776_395-width] => 333 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 40869 [id] => 40869 [title] => footer.png [filename] => Same_copy_no_navfooter-13.png [filesize] => 146196 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [link] => https://www.nextafter.com/experiments/how-radically-redesigning-a-landing-page-with-clarifying-copy-and-removing-navigation-effects-email-acquisition-rate/attachment/footer-png-31/ [alt] => [author] => 0 [description] => [caption] => [name] => footer-png-31 [status] => inherit [uploaded_to] => 30765 [date] => 2022-10-22 16:16:57 [modified] => 2022-10-22 16:16:57 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1565 [height] => 1115 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-300x214.png [medium-width] => 300 [medium-height] => 214 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-768x547.png [medium_large-width] => 640 [medium_large-height] => 456 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-1024x730.png [large-width] => 640 [large-height] => 456 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-1536x1094.png [1536x1536-width] => 1536 [1536x1536-height] => 1094 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [2048x2048-width] => 1565 [2048x2048-height] => 1115 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 499 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-50x36.png [admin-width] => 50 [admin-height] => 36 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [full-width] => 1565 [full-height] => 1115 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-372x265.png [thumb_372-width] => 372 [thumb_372-height] => 265 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-877x625.png [single_post_thumbnail-width] => 877 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-32x23.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 23 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-48x34.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 34 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-64x46.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 46 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-128x91.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 91 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-94x67.png [thumb_122_67-width] => 94 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-153x109.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 109 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-130x93.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 93 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-232x165.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 165 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-544x388.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 388 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-271x193.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 193 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-271x193.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 193 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-241x172.png [thumb_272_172-width] => 241 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-372x265.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 265 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-372x265.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 265 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-379x270.png [thumb_385_270-width] => 379 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-338x241.png [thumb_416_241-width] => 338 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-448x319.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 319 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-896x638.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 638 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-536x382.png [thumb_574_382-width] => 536 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-554x395.png [thumb_776_395-width] => 554 [thumb_776_395-height] => 395 ) ) [2] => Array ( [ID] => 40872 [id] => 40872 [title] => footer.png [filename] => New_copy_no_navfooter-10.png [filesize] => 172926 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [link] => https://www.nextafter.com/experiments/how-radically-redesigning-a-landing-page-with-clarifying-copy-and-removing-navigation-effects-email-acquisition-rate/attachment/footer-png-32/ [alt] => [author] => 0 [description] => [caption] => [name] => footer-png-32 [status] => inherit [uploaded_to] => 30765 [date] => 2022-10-22 16:17:25 [modified] => 2022-10-22 16:17:25 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1565 [height] => 1244 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-300x238.png [medium-width] => 300 [medium-height] => 238 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-768x610.png [medium_large-width] => 640 [medium_large-height] => 508 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-1024x814.png [large-width] => 640 [large-height] => 509 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-1536x1221.png [1536x1536-width] => 1536 [1536x1536-height] => 1221 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [2048x2048-width] => 1565 [2048x2048-height] => 1244 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 556 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-50x40.png [admin-width] => 50 [admin-height] => 40 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [full-width] => 1565 [full-height] => 1244 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-372x296.png [thumb_372-width] => 372 [thumb_372-height] => 296 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-786x625.png [single_post_thumbnail-width] => 786 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-32x25.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 25 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-48x38.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 38 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-64x51.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 51 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-128x102.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 102 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-84x67.png [thumb_122_67-width] => 84 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-153x122.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 122 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-130x103.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 103 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-223x177.png [thumb_232_177-width] => 223 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-544x432.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 432 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-271x215.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 215 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-271x215.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 215 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-216x172.png [thumb_272_172-width] => 216 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-372x296.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 296 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-372x296.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 296 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-340x270.png [thumb_385_270-width] => 340 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-303x241.png [thumb_416_241-width] => 303 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-448x356.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 356 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-896x712.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 712 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-481x382.png [thumb_574_382-width] => 481 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-497x395.png [thumb_776_395-width] => 497 [thumb_776_395-height] => 395 ) ) )

T1: Same copy, no nav/footer

Array ( [0] => Array ( [ID] => 49630 [id] => 49630 [title] => Control.png [filename] => Control-4083.png [filesize] => 299204 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [link] => https://www.nextafter.com/experiments/how-radically-redesigning-a-landing-page-with-clarifying-copy-and-removing-navigation-effects-email-acquisition-rate/attachment/control-png-4733/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-4733 [status] => inherit [uploaded_to] => 30765 [date] => 2023-02-02 19:31:06 [modified] => 2023-02-02 19:31:06 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1565 [height] => 1857 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-253x300.png [medium-width] => 253 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-768x911.png [medium_large-width] => 640 [medium_large-height] => 759 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-863x1024.png [large-width] => 640 [large-height] => 759 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-1294x1536.png [1536x1536-width] => 1294 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [2048x2048-width] => 1565 [2048x2048-height] => 1857 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [tp-image-grid-width] => 590 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-42x50.png [admin-width] => 42 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [full-width] => 1565 [full-height] => 1857 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-372x441.png [thumb_372-width] => 372 [thumb_372-height] => 441 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-527x625.png [single_post_thumbnail-width] => 527 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-27x32.png [thumb_32_32-width] => 27 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-40x48.png [thumb_48_48-width] => 40 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-54x64.png [thumb_64_64-width] => 54 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-108x128.png [thumb_128_128-width] => 108 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-56x67.png [thumb_122_67-width] => 56 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-129x153.png [thumb_153_153-width] => 129 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-130x154.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 154 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-149x177.png [thumb_232_177-width] => 149 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-544x646.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 646 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-271x322.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 322 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-228x271.png [thumb_271_271-width] => 228 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-145x172.png [thumb_272_172-width] => 145 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-372x441.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 441 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-372x441.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 441 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-228x270.png [thumb_385_270-width] => 228 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-203x241.png [thumb_416_241-width] => 203 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-346x410.png [thumb_448_410-width] => 346 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-691x820.png [thumb_448_410_retina-width] => 691 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-322x382.png [thumb_574_382-width] => 322 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-333x395.png [thumb_776_395-width] => 333 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 40869 [id] => 40869 [title] => footer.png [filename] => Same_copy_no_navfooter-13.png [filesize] => 146196 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [link] => https://www.nextafter.com/experiments/how-radically-redesigning-a-landing-page-with-clarifying-copy-and-removing-navigation-effects-email-acquisition-rate/attachment/footer-png-31/ [alt] => [author] => 0 [description] => [caption] => [name] => footer-png-31 [status] => inherit [uploaded_to] => 30765 [date] => 2022-10-22 16:16:57 [modified] => 2022-10-22 16:16:57 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1565 [height] => 1115 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-300x214.png [medium-width] => 300 [medium-height] => 214 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-768x547.png [medium_large-width] => 640 [medium_large-height] => 456 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-1024x730.png [large-width] => 640 [large-height] => 456 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-1536x1094.png [1536x1536-width] => 1536 [1536x1536-height] => 1094 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [2048x2048-width] => 1565 [2048x2048-height] => 1115 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 499 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-50x36.png [admin-width] => 50 [admin-height] => 36 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [full-width] => 1565 [full-height] => 1115 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-372x265.png [thumb_372-width] => 372 [thumb_372-height] => 265 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-877x625.png [single_post_thumbnail-width] => 877 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-32x23.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 23 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-48x34.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 34 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-64x46.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 46 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-128x91.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 91 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-94x67.png [thumb_122_67-width] => 94 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-153x109.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 109 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-130x93.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 93 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-232x165.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 165 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-544x388.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 388 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-271x193.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 193 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-271x193.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 193 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-241x172.png [thumb_272_172-width] => 241 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-372x265.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 265 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-372x265.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 265 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-379x270.png [thumb_385_270-width] => 379 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-338x241.png [thumb_416_241-width] => 338 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-448x319.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 319 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-896x638.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 638 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-536x382.png [thumb_574_382-width] => 536 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-554x395.png [thumb_776_395-width] => 554 [thumb_776_395-height] => 395 ) ) [2] => Array ( [ID] => 40872 [id] => 40872 [title] => footer.png [filename] => New_copy_no_navfooter-10.png [filesize] => 172926 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [link] => https://www.nextafter.com/experiments/how-radically-redesigning-a-landing-page-with-clarifying-copy-and-removing-navigation-effects-email-acquisition-rate/attachment/footer-png-32/ [alt] => [author] => 0 [description] => [caption] => [name] => footer-png-32 [status] => inherit [uploaded_to] => 30765 [date] => 2022-10-22 16:17:25 [modified] => 2022-10-22 16:17:25 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1565 [height] => 1244 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-300x238.png [medium-width] => 300 [medium-height] => 238 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-768x610.png [medium_large-width] => 640 [medium_large-height] => 508 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-1024x814.png [large-width] => 640 [large-height] => 509 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-1536x1221.png [1536x1536-width] => 1536 [1536x1536-height] => 1221 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [2048x2048-width] => 1565 [2048x2048-height] => 1244 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 556 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-50x40.png [admin-width] => 50 [admin-height] => 40 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [full-width] => 1565 [full-height] => 1244 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-372x296.png [thumb_372-width] => 372 [thumb_372-height] => 296 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-786x625.png [single_post_thumbnail-width] => 786 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-32x25.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 25 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-48x38.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 38 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-64x51.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 51 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-128x102.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 102 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-84x67.png [thumb_122_67-width] => 84 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-153x122.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 122 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-130x103.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 103 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-223x177.png [thumb_232_177-width] => 223 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-544x432.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 432 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-271x215.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 215 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-271x215.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 215 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-216x172.png [thumb_272_172-width] => 216 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-372x296.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 296 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-372x296.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 296 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-340x270.png [thumb_385_270-width] => 340 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-303x241.png [thumb_416_241-width] => 303 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-448x356.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 356 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-896x712.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 712 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-481x382.png [thumb_574_382-width] => 481 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-497x395.png [thumb_776_395-width] => 497 [thumb_776_395-height] => 395 ) ) )

T2: New copy, no nav/footer

Array ( [0] => Array ( [ID] => 49630 [id] => 49630 [title] => Control.png [filename] => Control-4083.png [filesize] => 299204 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [link] => https://www.nextafter.com/experiments/how-radically-redesigning-a-landing-page-with-clarifying-copy-and-removing-navigation-effects-email-acquisition-rate/attachment/control-png-4733/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-4733 [status] => inherit [uploaded_to] => 30765 [date] => 2023-02-02 19:31:06 [modified] => 2023-02-02 19:31:06 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1565 [height] => 1857 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-253x300.png [medium-width] => 253 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-768x911.png [medium_large-width] => 640 [medium_large-height] => 759 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-863x1024.png [large-width] => 640 [large-height] => 759 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-1294x1536.png [1536x1536-width] => 1294 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [2048x2048-width] => 1565 [2048x2048-height] => 1857 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [tp-image-grid-width] => 590 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-42x50.png [admin-width] => 42 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083.png [full-width] => 1565 [full-height] => 1857 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-372x441.png [thumb_372-width] => 372 [thumb_372-height] => 441 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-527x625.png [single_post_thumbnail-width] => 527 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-27x32.png [thumb_32_32-width] => 27 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-40x48.png [thumb_48_48-width] => 40 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-54x64.png [thumb_64_64-width] => 54 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-108x128.png [thumb_128_128-width] => 108 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-56x67.png [thumb_122_67-width] => 56 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-129x153.png [thumb_153_153-width] => 129 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-130x154.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 154 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-149x177.png [thumb_232_177-width] => 149 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-544x646.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 646 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-271x322.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 322 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-228x271.png [thumb_271_271-width] => 228 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-145x172.png [thumb_272_172-width] => 145 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-372x441.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 441 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-372x441.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 441 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-228x270.png [thumb_385_270-width] => 228 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-203x241.png [thumb_416_241-width] => 203 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-346x410.png [thumb_448_410-width] => 346 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-691x820.png [thumb_448_410_retina-width] => 691 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-322x382.png [thumb_574_382-width] => 322 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4083-333x395.png [thumb_776_395-width] => 333 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 40869 [id] => 40869 [title] => footer.png [filename] => Same_copy_no_navfooter-13.png [filesize] => 146196 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [link] => https://www.nextafter.com/experiments/how-radically-redesigning-a-landing-page-with-clarifying-copy-and-removing-navigation-effects-email-acquisition-rate/attachment/footer-png-31/ [alt] => [author] => 0 [description] => [caption] => [name] => footer-png-31 [status] => inherit [uploaded_to] => 30765 [date] => 2022-10-22 16:16:57 [modified] => 2022-10-22 16:16:57 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1565 [height] => 1115 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-300x214.png [medium-width] => 300 [medium-height] => 214 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-768x547.png [medium_large-width] => 640 [medium_large-height] => 456 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-1024x730.png [large-width] => 640 [large-height] => 456 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-1536x1094.png [1536x1536-width] => 1536 [1536x1536-height] => 1094 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [2048x2048-width] => 1565 [2048x2048-height] => 1115 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 499 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-50x36.png [admin-width] => 50 [admin-height] => 36 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13.png [full-width] => 1565 [full-height] => 1115 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-372x265.png [thumb_372-width] => 372 [thumb_372-height] => 265 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-877x625.png [single_post_thumbnail-width] => 877 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-32x23.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 23 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-48x34.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 34 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-64x46.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 46 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-128x91.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 91 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-94x67.png [thumb_122_67-width] => 94 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-153x109.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 109 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-130x93.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 93 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-232x165.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 165 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-544x388.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 388 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-271x193.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 193 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-271x193.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 193 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-241x172.png [thumb_272_172-width] => 241 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-372x265.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 265 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-372x265.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 265 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-379x270.png [thumb_385_270-width] => 379 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-338x241.png [thumb_416_241-width] => 338 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-448x319.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 319 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-896x638.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 638 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-536x382.png [thumb_574_382-width] => 536 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Same_copy_no_navfooter-13-554x395.png [thumb_776_395-width] => 554 [thumb_776_395-height] => 395 ) ) [2] => Array ( [ID] => 40872 [id] => 40872 [title] => footer.png [filename] => New_copy_no_navfooter-10.png [filesize] => 172926 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [link] => https://www.nextafter.com/experiments/how-radically-redesigning-a-landing-page-with-clarifying-copy-and-removing-navigation-effects-email-acquisition-rate/attachment/footer-png-32/ [alt] => [author] => 0 [description] => [caption] => [name] => footer-png-32 [status] => inherit [uploaded_to] => 30765 [date] => 2022-10-22 16:17:25 [modified] => 2022-10-22 16:17:25 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1565 [height] => 1244 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-300x238.png [medium-width] => 300 [medium-height] => 238 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-768x610.png [medium_large-width] => 640 [medium_large-height] => 508 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-1024x814.png [large-width] => 640 [large-height] => 509 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-1536x1221.png [1536x1536-width] => 1536 [1536x1536-height] => 1221 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [2048x2048-width] => 1565 [2048x2048-height] => 1244 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 556 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-50x40.png [admin-width] => 50 [admin-height] => 40 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10.png [full-width] => 1565 [full-height] => 1244 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-372x296.png [thumb_372-width] => 372 [thumb_372-height] => 296 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-786x625.png [single_post_thumbnail-width] => 786 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-32x25.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 25 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-48x38.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 38 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-64x51.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 51 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-128x102.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 102 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-84x67.png [thumb_122_67-width] => 84 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-153x122.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 122 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-130x103.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 103 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-223x177.png [thumb_232_177-width] => 223 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-544x432.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 432 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-271x215.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 215 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-271x215.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 215 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-216x172.png [thumb_272_172-width] => 216 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-372x296.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 296 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-372x296.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 296 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-340x270.png [thumb_385_270-width] => 340 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-303x241.png [thumb_416_241-width] => 303 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-448x356.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 356 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-896x712.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 712 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-481x382.png [thumb_574_382-width] => 481 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_copy_no_navfooter-10-497x395.png [thumb_776_395-width] => 497 [thumb_776_395-height] => 395 ) ) )

Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence	Average Gift
C:	Control	37.0%			$0.00
T1:	Same copy, no nav/footer	40.8%	10.3%	73.6%	$0.00
T2:	New copy, no nav/footer	44.7%	20.8%	96.7%	$0.00

This experiment has a required sample size of 470 in order to be valid. Since the experiment had a total sample size of 1,140, 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
× 20.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

This experiment (treatment page 2) produced a valid increase in the email sign-up rate of 44.7% with a 96.6 level of confidence. In looking at all three variants, we believe that removing the navigation in the header and footer provided the biggest impact on our sign-up rate. On top of that, changing the page copy to be more clarifying for the user as to what this course will give them ultimately provided us with the valid increase needed.

It is recommended that this be tested on other acquisition pages separately, so we can see the true impact of removing navigation vs adding clarifying copy.

Notable changes to other metrics due to the experiment:

Revenue experienced a 113.8% increase with a 86% level of confidence.

Experiment Documented by NextAfter

Question about experiment #97622

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