How shortening the length of landing page copy impacted email conversions
Experiment ID: #195802
Luther Seminary
Experiment Summary
Timeframe: 08/12/2024 - 08/30/2024
Luther Seminary created an ebook on the book of Romans to engage their audience and drive sign-ups. The team wanted to test whether a shorter content offer landing page would result in more sign-ups by reducing friction for visitors, particularly by eliminating the need for them to scroll down to find the sign-up form.
The Control landing page featured a longer length, with detailed content above the fold and additional sections below the form. The Treatment landing page was shortened, focusing more succinctly on the value proposition and the sign-up form without as much content above and below.
Our hypothesis was that reducing the length of the page would reduce friction and increase sign-up conversions.
We ran this as an A/B test, with 50% of traffic seeing the longer Control page, and the other 50% seeing the shorter Treatment page.
Research Question
We believe that a shorter landing page, with less content and a more prominent form placement, will lead to an increase in email sign-ups by reducing friction and making it easier for visitors to find and complete the form.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 21.8% | ||
| T1: | Treatment 1 | 29.8% | 37.1% | 92.2% |
This experiment has a required sample size of 227 in order to be valid. Since the experiment had a total sample size of 361, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The test demonstrated that a shorter landing page led to a 37.1% increase in email sign-ups, though the statistical confidence of 92.2% means the result is promising but not fully validated. Several factors may explain this outcome:
- Reduced Cognitive Load & Friction: By simplifying the landing page and minimizing content above and below the form, we reduced the need for visitors to process excessive information, leading them to more easily take the desired action.
- Clearer Path to Action: With less content to distract from the call to action, the sign-up form became the clear focus of the page, potentially prompting more visitors to complete the form.
- User Behavior: Shorter pages can align with the behavior of web visitors who may be less patient or more likely to convert when they feel they are not overwhelmed with excessive information.