How creating a radical redesign of an acquisition page can impact conversion Experiment ID: #8906

Boys Town

Experiment Summary

Timeframe: 4/9/2018 - 4/29/2018

Boys Town offers a free email series for parents with Tweens. We hypothesized that there were significant points of friction on the page and that by developing a page that was more simplified we might be able to increase email acquisition on the page. We developed a treatment that removed all navigation, the made the hero image smaller and inline with the copy and stripped out all other design on the page.

Research Question

Would a simplified acquisition page increase email conversion?


C: Control
T1: Unbounce Treatment


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 24.6%
T1: Unbounce Treatment 27.4% 11.2% 100.0%

This experiment has a required sample size of 1,940 in order to be valid. Since the experiment had a total sample size of 14,584, 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
× 11.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment acquisition page increased email conversion by 11%! We simplified the page by removing elements of friction that were preventing people from signing up for the offer. This radical change in layout and design increased conversion.

Experiment Documented by...

Courtney Gaines

Courtney is a Vice President at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.