Does Credibility Convert?
WhichTestWon's Analysis: (Click back to see versions A & B)
Winning Version: Version B, the radically-reduced page, which prominently featured the sign-up form, was the strong winner. This version created a 16.34% lift in free trial sign-ups.
Test Type: Radical Redesign /Sign-up Form
Confidence Level: 99.9%
You might think this test was too easy or obvious. But in some respects, the results are actually quite surprising!
Why? Because we often believe building credibility helps conversions.
But in this case, removing the credibility information – including the customer logos, testimonials, and personable video tutorials – had a beneficial conversion effect.
The sparser page reduced visual clutter, helping visitors zone in on the key Call To Action (CTA): filling out the form.
Ultimately, this test shows your central CTA needs to be clear and obvious. So obvious you can’t miss it.
The Testing Details:
The team at Visual Website Optimizer — known for their A/B testing optimization tool — conducted this ‘credible’ study on their site.
The test ran for one month. Over 31,000 unique visitors took part in the study.
Visual Website Optimizer’s (VWO) original homepage was a long-form site with multiple sections. These sections included customer logos, testimonials, video tutorials and animations. The goal of each section was to help convince visitors to sign up for VWO’s software.
However, the team suspected the information might be too overwhelming. They hypothesized conversions would increase if the site focused on the core benefit of the testing product.
With the goal of increasing the number of sign-ups for a 30-day free trial, VWO’s team radically redesigned their homepage.
They then split traffic 50/50. Half of visitors saw the old long-form page. The other half saw the updated design, focused on the sign-up form.
The Real-Life Results:
The results were convincing. The cleaner, more focused design led to a 16.3% increase in free trial sign-ups, at 99.9% confidence.
Clearly, there were numerous elements that changed between the original web page and the radically-redesigned version. As a result, it’s difficult to isolate the exact conversion effect of any one change.
However, it’s obvious the winning version did one thing very well: it emphasized the sign-up form.
Although credibility may be important for conversions, this test shows a clear, focused CTA can trump all. In the original version, the CTA could have been easily overlooked because there was so much competing information on the page. Credibility means little if viewers can’t easily find your CTA.
In the revised version, the CTA simply couldn’t be avoided. Also, the upfront sign-up form may have helped conversions because it provided additional transparency. There was no question whether visitors needed to sign-up for the trial.
In the original version, visitors could only assume they needed to sign up. But they first had to jump through the hoop of clicking the orange “Sign Up For A Free Account” button before inputting any information.
A clearer CTA with better transparency may have been behind the winning design’s conversion lift. There may have been other reasons, too. Why do you think the redesigned page won? Tell us in the comments below. Or, let us know through WhichTestWon’s Forums.
Want to see the results of another study looking at opt-in forms? Check out this test.
Got a great A/B test you’d like to see published? Send it on over.