Before and After
TopCashback USA saw between 0.39-7.31% increased sign-ups (a 5.83-21.98% performance increase) in the new page version during split testing. The improved page contained better information hierarchy, trust elements split into three categories (number of members, Trustpilot, and one major brand), as well as the most common FAQs new members have.
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Increasing sign-ups
Client
TopCashback USA
Background
'Freebie' landing pages are pages usually used through specialised websites, social ads, or influencers, and are generally high conversion rates depending on the targeting/audience. It usually includes an incentive or bonus to sign-up.
Brief & Goals
The business wanted to see if we can find ways to improve these pages in order to increase sign-ups and activations. Activations are users that have made a second cashback transaction beyond their first one that may have been an incentive through a 'free' product or a cashback bonus.
Primary goal: Increase sign-ups
Secondary goal: Increase activations.
Research & Design
One of the biggest problems with the old version of the landing pages was that it didn't explain the deal very well as the important information was written with static text on top of images. This made it inaccessible and was very limited in space.
When re-designing I pulled all of the important information out of the image as dynamic text above the form. This would allow staff to amend the titles and offers without having to go through the Design team. I also removed all of the generic TopCashback information, reduced the number of example logos (and switched with the most popular one being eBay), and removed the testimonials. I still left in a row of trust elements, but tied it to the 'freebie' deal, as well as included some FAQs about the deal.
I further applied general UX laws to help improve the page.
TESTING
I conducted an A/B split test across several landing pages. All tests revealed the new version performed better than the Control.
Test 1
Control conversion: 32.30%
Variation conversion: 39.4% (a +21.98% performance increase)
Test 2
Control activation: 6.69%
Variation activation: 7.08% (a +5.83% performance increase)
Conclusion
The tests yielded positive results and we rolled the new style landing pages through all regions.
However, the stakeholders wanted to further look into better activation rates.
INCREASING ACTIVATIONS
The next challenge was that users were signing up but the activation rate was much lower than than they wanted. The business therefore wanted to see if we could change the landing page to help with freebie uptakes and then further activation (their first cashback transaction separate from the freebie sign-up offer.)
RESEARCH
We hypothesized that freebie uptake and activation rates were at their current state because we were not being very transparent throughout the offer journey: both on the landing pages but also on the pages previous and the pages after. Calling something a 'freebie' was misleading because the user still required to make a purchase even though they'd get their full value back. The directions on the next page were also not very clear overall.
Therefore, we thought that by being more transparent and clear in the full user journey, the sign-up rate would go down (as we reduced how misleading the offer may have been), but that freebie offer uptakes and activations would go up as there'd be higher quality sign-ups coming through.
FURTHER Research and Conclusion
For further insight on this project, please contact me.