Impact of streamlining the layout and copy of a landing page Experiment ID: #15068

Care Net

Experiment Summary

Timeframe: 4/18/2019 - 4/23/2019

Our free online course, Choosing Life, had not been performing as well as we wanted. We were driving traffic to the landing page through Facebook ads linking to a pledge. After signing the pledge, visitors would see the course signup page. In reviewing the page, I noticed that the template separated the headline from the body. I also noticed that some of the text seemed unnecessary. Furthermore, the headline was not clearly linked to the CTA on the form.

Research Question

Would streamlining the copy, removing the separate header, and bringing congruency between the header and form increase conversion?


C: control
T1: clearer and simpler vpop


Treatment Name Conv. Rate Relative Difference Confidence
C: control 11.6%
T1: clearer and simpler vpop 19.2% 66.4% 99.4%

This experiment has a required sample size of 162 in order to be valid. Since the experiment had a total sample size of 736, 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
× 66.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

Ensuring that all the text was in the same “box” on the template ensured that visitors wouldn’t gloss over the headline. By changing the headline, it was clear from the start what action we wanted them to take. Finally, by streamlining the copy, the value proposition was clearer as well.

Copy length should be long enough to articulate the value of the offer, but short enough to not lose the visitor.

Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.