Through A/B split testing, the new versions for Desktop and Mobile saw between 3.95-6.59% better sign-up rates (a 13.98-14.92% performance increase). This was achieved with a cleaner and more focused interface with minimal leakage.
Client
TopCashback USA and UK
Brief + Goals
To increase sign-up rates from TopCashback's secondary organic traffic sign-up page.
background
If the user decides to browse the website before they join, there's a secondary sign-up page that's accessible through the header/navigation of the website. This is separate from the logged-out landing page sign-up form.
Research
We conducted a small heuristic review of the existing sign-up page, gathered benchmark data, and looked at some of the more common user flows for when landing on this page.
We then applied general UX improvements. For example, we hypothesized that by removing "leakage" and having a cleaner layout, it'd result in better sign-ups. The changes would also take less time to maintain due to migrating to a responsive design.
We identified several extra information was not needed on this sign-up page as the user had already "browsed" the site where such information would have been conveyed.
A screenshot of part of our heuristic review of the existing forms
Testing
We conducted an A/B split test that lasted 2 weeks, and separated Desktop and Mobile traffic.
Desktop: Control (left) vs Variation (right)
Results (desktop)
All results were conclusive
Control: 26.48% conversion rate
Variation: 30.43% conversion rate (A +14.92% performance increase)
Mobile: Control (left) vs Variation (right)
Results (Mobile)
All results were conclusive
Control: 47.17% conversion rate
Variation: 53.76% conversion rate (A +13.98% performance increase)
Conclusion
The test was a great success, and we rolled out these new sign-up forms to all our sites.