How redesigning a landing page affects email sign-ups
Experiment ID: #83718
Luther Seminary
Experiment Summary
Timeframe: 01/30/2022 - 02/19/2022
Cosmic Adventure is an online course by Luther Seminary that discusses how science and faith enhance each other.
We tested two factors on the Cosmic Adventure landing page:
- Removing the navigation bar and footer
- Being more descriptive in the headline and subheadline
We wanted to test removing the navigation and footer because we’ve found in previous experiments that those items on a landing page can be a distraction causing users to click out of the page.
We wanted to test the headline and subheadline with new copy to be more descriptive as to what the user is actually signing up for. On the control page, the headline says the course name but fails to immediately say what the course is about.
The user experienced the same funnel through Facebook ads and a housefile email with the test being only on the landing page.
Research Question
We believe that simplifying the landing page for users will achieve a higher email acquisition rate.
Design
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[admin] => https://www.nextafter.com/wp-content/uploads/Treatment-163-50x44.png
[admin-width] => 50
[admin-height] => 44
[full] => https://www.nextafter.com/wp-content/uploads/Treatment-163.png
[full-width] => 1315
[full-height] => 1164
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment-163-372x329.png
[thumb_372-width] => 372
[thumb_372-height] => 329
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-163-706x625.png
[single_post_thumbnail-width] => 706
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment-163-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment-163-48x42.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment-163-64x57.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 57
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment-163-128x113.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 113
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment-163-76x67.png
[thumb_122_67-width] => 76
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment-163-153x135.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 135
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment-163-130x115.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 115
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment-163-200x177.png
[thumb_232_177-width] => 200
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment-163-544x482.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 482
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment-163-271x240.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 240
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment-163-271x240.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 240
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment-163-194x172.png
[thumb_272_172-width] => 194
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment-163-372x329.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 329
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment-163-372x329.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 329
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[thumb_385_270-width] => 305
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 272
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 448
[thumb_448_410-height] => 397
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment-163-896x793.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 793
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment-163-432x382.png
[thumb_574_382-width] => 432
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment-163-446x395.png
[thumb_776_395-width] => 446
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment-163.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 266
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-163.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 354
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment-163.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 531
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 45.8% | $0.00 | ||
| T1: | Treatment | 25.8% | -43.7% | 100.0% | $0.00 |
This experiment has a required sample size of 43 in order to be valid. Since the experiment had a total sample size of 556, 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
× 43.7% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Ultimately, in this experiment, the more specific headline on the landing page decreased email acquistion.
We believe that the language used in the treatment landing page was too descriptive and long for the headline and subheadline of the page. The headline and subheadline of the control were short and more eye-catching which increased the appeal of the offer rather than a user having to "learn" and "register" like the treatment page referred to.
This language can also be tested on other acquisition landing pages.
Email acquisitions experienced a 43.7% decrease with a 99.9% level of confidence.