How using a dedicated landing page instead of a homepage affected new site signups Experiment ID: #19834

CaringBridge

CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.

Experiment Summary

Ended On: 2/13/2020

CaringBridge launched a Facebook marketing campaign to try to attract users to create new sites. Since the homepage was the primary place that new site traffic landed, they initially directed visitors there. However, there were lots of additional links, calls to action, and other content on the homepage. They worried that these additional items might reduce the likelihood that someone would create a new CaringBridge site on that page.

So, they developed a standalone landing page on Unbounce, and created a radical redesign with the sole focus call-to-action being to start a new site. They did this because the Facebook traffic call to action was to start a site, not to engage in any of the other content on the page. Therefore, they thought it would be beneficial to focus the call to action on the intended conversion to a new page since they knew the intent of the traffic being driven from the ad. However, they wanted to test this to ensure that it actually did improve conversion. If they targeted this landing page test towards users who had two factors: they were coming from Facebook ads, and they were not logged into CaringBridge.

Research Question

How will using a dedicated landing page instead of a homepage affect new site signups?

Design

C: Homepage
T1: Radical Redesign Landing Page

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Homepage 4.1%
T1: Radical Redesign Landing Page 5.3% 30.2% 99.4%

This experiment has a required sample size of 2,247 in order to be valid. Since the experiment had a total sample size of 8,789, 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
× 30.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The dedicated landing page resulted in a lift of 30% to sign ups. The singular focus of the landing page helped to drive the ad-driven traffic down the individual funnel.


Experiment Documented by...

Jeff Giddens

Jeff is the 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.