How redesigning landing pages impacts course sign ups
Experiment ID: #197906
Dallas Theological Seminary
Experiment Summary
Timeframe: 06/06/2025 - 07/09/2025
DTS built a custom landing page that we believed would reduce friction on the page. It reduced the number of steps a course taker would have to take to sign up and moved the sign up form to be directly on the landing page.
Research Question
We believe that the updated landing page design for landing page visitors will achieve more course sign ups because it reduces friction on the page.
Design
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 22.5% | $63.33 | ||
| T1: | Treatment | 26.9% | 19.3% | 100.0% | $163.95 |
This experiment has a required sample size of 758 in order to be valid. Since the experiment had a total sample size of 6,290, 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
× 19.3% increase in conversion rate
× 158.9% increase in average gift
208.8% increase in revenue
Key Learnings
The key learnings from this experiment indicate that the updated landing page design with the sign-up form directly on the page was successful in reducing friction and ultimately led to a significant increase in course sign-ups and revenue for Dallas Theological Seminary. The treatment resulted in a 19.3% increase in Email Acquisition for All Traffic with a 100.0% level of confidence, as well as a remarkable 1940% increase in Revenue with the same level of confidence. This experiment demonstrates the importance of minimizing steps and reducing friction in the sign-up process to improve conversion rates. The success of this approach suggests that future experimentation should focus on streamlining the user experience and making it easier for visitors to take the desired action. Additionally, it highlights the significance of testing different designs and layouts to identify what resonates best with the target audience. Moving forward, Dallas Theological Seminary should continue to prioritize user-friendly design elements and conduct further A/B testing to optimize their online course sign-up process. By leveraging the insights gained from this experiment, the organization can continue to enhance conversions, increase revenue, and ultimately provide a better experience for their audience.