Home landing: Checkout Flow Simplification
Hypothesis
If we test a similar change on our home landing pages as tested, then our conversion metric will likely improve based on their implementation decision.
Test Results
Key Learning
Problem: Friction during the home landing process causes users to abandon right when they're closest to converting.
What worked: implemented this UI change (Aug 6, 2019). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Use this win as a foundation for further iteration on adjacent elements.
How to Apply This to Your Site
This experiment demonstrated that home landing: checkout flow simplification can improve conversions. The test was run on a landing page page in the saas industry.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
has been offering a 30 day free trial for Canadians. Sometime in May however we spotted something way more interesting - they began a/b testing different trial durations (30, 14 and 7 days), as well as an immediate payment-first approach (without a trial).
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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