How removing the call-to-action at the top of a landing page impacts name conversion.
Experiment ID: #2448
Focus on the Family
Experiment Summary
Timeframe: 10/24/2017 - 10/30/2017
The treatment decreased the amount of people getting to the assessment by 28.6%! While we hypothesized that the simplified page would help decrease friction and motivate more people to click-through because the focus of the page was on the value proposition, we learned that:
- People coming to this page were already highly motivated to take the assessment. The additional value proposition focus wasn’t needed to convert these people.
- By removing the call-to-action at the top of the page, we made it harder for these highly motivated people to click-through to the actual assessment.
We recommend building upon these results and learnings and continue testing separate elements on this page to get a better understanding of the motivation of the audience.
Research Question
Will removing the design and navigational elements increase the visitors getting to the assessment?
Design
C: Highly Designed Page
Array
(
[0] => Array
(
[ID] => 39706
[id] => 39706
[title] => Highly_Designed_Page.png
[filename] => Highly_Designed_Page-4.png
[filesize] => 1146533
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4.png
[link] => https://www.nextafter.com/experiments/how-removing-the-call-to-action-at-the-top-of-a-landing-page-impacts-name-conversion-3/attachment/highly_designed_page-png-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => highly_designed_page-png-6
[status] => inherit
[uploaded_to] => 32782
[date] => 2022-10-21 14:47:53
[modified] => 2022-10-21 14:47:53
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1236
[height] => 2929
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-127x300.png
[medium-width] => 127
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-768x1820.png
[medium_large-width] => 640
[medium_large-height] => 1517
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-432x1024.png
[large-width] => 432
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-648x1536.png
[1536x1536-width] => 648
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-864x2048.png
[2048x2048-width] => 864
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4.png
[tp-image-grid-width] => 295
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-21x50.png
[admin-width] => 21
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4.png
[full-width] => 1236
[full-height] => 2929
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-372x882.png
[thumb_372-width] => 372
[thumb_372-height] => 882
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-264x625.png
[single_post_thumbnail-width] => 264
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-20x48.png
[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-27x64.png
[thumb_64_64-width] => 27
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-54x128.png
[thumb_128_128-width] => 54
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-28x67.png
[thumb_122_67-width] => 28
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-65x153.png
[thumb_153_153-width] => 65
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-69x163.png
[thumb_130_163-width] => 69
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-75x177.png
[thumb_232_177-width] => 75
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-274x650.png
[thumb_272_325-width] => 274
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-146x346.png
[thumb_271_346-width] => 146
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-114x271.png
[thumb_271_271-width] => 114
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-73x172.png
[thumb_272_172-width] => 73
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-195x461.png
[thumb_372_461-width] => 195
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-211x500.png
[thumb_372_500-width] => 211
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-114x270.png
[thumb_385_270-width] => 114
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-102x241.png
[thumb_416_241-width] => 102
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-173x410.png
[thumb_448_410-width] => 173
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-346x820.png
[thumb_448_410_retina-width] => 346
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-161x382.png
[thumb_574_382-width] => 161
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-167x395.png
[thumb_776_395-width] => 167
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 39708
[id] => 39708
[title] => Simplified_Design_Page.png
[filename] => Simplified_Design_Page-3.png
[filesize] => 286214
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3.png
[link] => https://www.nextafter.com/experiments/how-removing-the-call-to-action-at-the-top-of-a-landing-page-impacts-name-conversion-3/attachment/simplified_design_page-png-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => simplified_design_page-png-5
[status] => inherit
[uploaded_to] => 32782
[date] => 2022-10-21 14:48:31
[modified] => 2022-10-21 14:48:31
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1381
[height] => 1217
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-300x264.png
[medium-width] => 300
[medium-height] => 264
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-768x677.png
[medium_large-width] => 640
[medium_large-height] => 564
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-1024x902.png
[large-width] => 640
[large-height] => 564
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3.png
[1536x1536-width] => 1381
[1536x1536-height] => 1217
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3.png
[2048x2048-width] => 1381
[2048x2048-height] => 1217
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 617
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-50x44.png
[admin-width] => 50
[admin-height] => 44
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3.png
[full-width] => 1381
[full-height] => 1217
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-372x328.png
[thumb_372-width] => 372
[thumb_372-height] => 328
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-709x625.png
[single_post_thumbnail-width] => 709
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-48x42.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-64x56.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 56
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-128x113.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 113
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-76x67.png
[thumb_122_67-width] => 76
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-153x135.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 135
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-130x115.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 115
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-201x177.png
[thumb_232_177-width] => 201
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-544x479.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 479
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-271x239.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 239
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-271x239.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 239
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-195x172.png
[thumb_272_172-width] => 195
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-372x328.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 328
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-372x328.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 328
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-306x270.png
[thumb_385_270-width] => 306
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-273x241.png
[thumb_416_241-width] => 273
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-448x395.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 395
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-896x790.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 790
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-433x382.png
[thumb_574_382-width] => 433
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-448x395.png
[thumb_776_395-width] => 448
[thumb_776_395-height] => 395
) ) )
T1: Simplified Design Page
Array
(
[0] => Array
(
[ID] => 39706
[id] => 39706
[title] => Highly_Designed_Page.png
[filename] => Highly_Designed_Page-4.png
[filesize] => 1146533
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4.png
[link] => https://www.nextafter.com/experiments/how-removing-the-call-to-action-at-the-top-of-a-landing-page-impacts-name-conversion-3/attachment/highly_designed_page-png-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => highly_designed_page-png-6
[status] => inherit
[uploaded_to] => 32782
[date] => 2022-10-21 14:47:53
[modified] => 2022-10-21 14:47:53
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1236
[height] => 2929
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-127x300.png
[medium-width] => 127
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-768x1820.png
[medium_large-width] => 640
[medium_large-height] => 1517
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-432x1024.png
[large-width] => 432
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-648x1536.png
[1536x1536-width] => 648
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-864x2048.png
[2048x2048-width] => 864
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4.png
[tp-image-grid-width] => 295
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-21x50.png
[admin-width] => 21
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4.png
[full-width] => 1236
[full-height] => 2929
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-372x882.png
[thumb_372-width] => 372
[thumb_372-height] => 882
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-264x625.png
[single_post_thumbnail-width] => 264
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-20x48.png
[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-27x64.png
[thumb_64_64-width] => 27
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-54x128.png
[thumb_128_128-width] => 54
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-28x67.png
[thumb_122_67-width] => 28
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-65x153.png
[thumb_153_153-width] => 65
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-69x163.png
[thumb_130_163-width] => 69
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-75x177.png
[thumb_232_177-width] => 75
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-274x650.png
[thumb_272_325-width] => 274
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-146x346.png
[thumb_271_346-width] => 146
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-114x271.png
[thumb_271_271-width] => 114
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-73x172.png
[thumb_272_172-width] => 73
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-195x461.png
[thumb_372_461-width] => 195
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-211x500.png
[thumb_372_500-width] => 211
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-114x270.png
[thumb_385_270-width] => 114
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-102x241.png
[thumb_416_241-width] => 102
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-173x410.png
[thumb_448_410-width] => 173
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-346x820.png
[thumb_448_410_retina-width] => 346
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-161x382.png
[thumb_574_382-width] => 161
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Highly_Designed_Page-4-167x395.png
[thumb_776_395-width] => 167
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 39708
[id] => 39708
[title] => Simplified_Design_Page.png
[filename] => Simplified_Design_Page-3.png
[filesize] => 286214
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3.png
[link] => https://www.nextafter.com/experiments/how-removing-the-call-to-action-at-the-top-of-a-landing-page-impacts-name-conversion-3/attachment/simplified_design_page-png-5/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => simplified_design_page-png-5
[status] => inherit
[uploaded_to] => 32782
[date] => 2022-10-21 14:48:31
[modified] => 2022-10-21 14:48:31
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1381
[height] => 1217
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-300x264.png
[medium-width] => 300
[medium-height] => 264
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-768x677.png
[medium_large-width] => 640
[medium_large-height] => 564
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-1024x902.png
[large-width] => 640
[large-height] => 564
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3.png
[1536x1536-width] => 1381
[1536x1536-height] => 1217
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3.png
[2048x2048-width] => 1381
[2048x2048-height] => 1217
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 617
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-50x44.png
[admin-width] => 50
[admin-height] => 44
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3.png
[full-width] => 1381
[full-height] => 1217
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-372x328.png
[thumb_372-width] => 372
[thumb_372-height] => 328
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-709x625.png
[single_post_thumbnail-width] => 709
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-48x42.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-64x56.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 56
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-128x113.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 113
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-76x67.png
[thumb_122_67-width] => 76
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-153x135.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 135
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-130x115.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 115
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-201x177.png
[thumb_232_177-width] => 201
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-544x479.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 479
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-271x239.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 239
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-271x239.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 239
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-195x172.png
[thumb_272_172-width] => 195
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-372x328.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 328
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-372x328.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 328
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-306x270.png
[thumb_385_270-width] => 306
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-273x241.png
[thumb_416_241-width] => 273
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-448x395.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 395
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-896x790.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 790
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-433x382.png
[thumb_574_382-width] => 433
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_Design_Page-3-448x395.png
[thumb_776_395-width] => 448
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Highly Designed Page | 54.8% | ||
| T1: | Simplified Design Page | 39.2% | -28.6% | 100.0% |
This experiment has a required sample size of 78 in order to be valid. Since the experiment had a total sample size of 4,778, 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:
28.6% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Focus on the Family has a Marriage Assessment on their website to help couples grow and strengthen their marriage. Before an end-user gets to the actual assessment there is a landing page with value proposition and a call-to-action. In an effort to increase conversion on this page of people getting to the assessment, they developed a treatment. They hypothesized that by simplifying the page – including removing the call-to-action at the top of the page – they might be able to motivate more people to take it by leading with the value proposition of the assessment. The goal of the treatment was to eliminate any elements on the page that would cause potential friction in the conversion process. They split the traffic coming to the assessment page and tested the control against the treatment.