How Conversion-Centered Design Affects Click Rates On A Landing Page
Experiment ID: #175531
NextAfter
Experiment Summary
Ended On: 04/12/2024
Conversion-centered design (CCD) aims to apply multiple (a) persuasive design techniques and (b) psychological triggers to get more people to take a desired action. This tactic can be helpful when you feel a page “needs a lot of work” and/or when a page does not receive enough traffic to validate smaller changes.
As we began to drive more traffic to a landing page promoting the NextAfter Institute Membership, we wanted to test how using CCD to make multiple changes would impact conversion rates. For this test, we developed a treatment that tested:
- Structuring page to improve “skim-ability” – We used color to create on-page contrast and make it easier for the user to find the information they needed; we also narrowed the copy width to make it more readable
- Making social proof more prominent – We embedded a widget that made it easy for users to read and scroll through our many positive reviews, giving them a more prominent placement on the page and placing them in two locations: near the top and near the bottom of the page
- Using an outcome-driven headline – The headline is the most important copy on the page, so we shifted from a feature-focused headline to one that reinforced what those features will allow the reader to achieve, reinforcing the “how” with a subhead
- Using long-form copy to make the case – At the top of the page, we used outcome-driven copy in big bold font to prompt immediate action but we reinforced that messaging with an in-depth sales letter that uses compelling language to illustrate the value propsotion concisely yet thoroughly
- Drawing attention to benefits and outcomes – We used color contrast, huge fonts, bold type, testimonials, highlighted text, short paragraphs, and crossheads to draw attention to the benefits and outcomes of membership
We split traffic between the control and the treatment and ran the A/B test for 30 days.
Research Question
We believe that redesigning the NextAfter Institute membership page using conversion-centered design will increase click-through rates by using proven persuasion levers to hold attention and compel action.
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 21.3% | ||
| T1: | Treatment #1 | 44.0% | 106.6% | 100.0% |
This experiment has a required sample size of 33 in order to be valid. Since the experiment had a total sample size of 321, 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:
106.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are that implementing conversion-centered design techniques can significantly impact click-through rates.
By making multiple changes to improve the page design from the perspective of conversion rate optimization, we were able to increase click-through rates by 106.6% with a 100% statistical level of confidence.
In future experimentation, we should continue to utilize conversion-centered design principles to optimize our landing pages and drive conversions.
We can now improve on this design by experimenting with different creative combinations to refine our approach and improve our overall conversion rates. Additionally, we should consider applying these learnings to other areas of our website and marketing materials to enhance the effectiveness of our messaging and calls to action.