Homepage: Homepage Landing Page Move
Hypothesis
Moving the signup form to the homepage (removing one click in the funnel) with trust messaging near the CTA would overcome skepticism about cashback offers and increase signups
Test Results
Key Learning
Problem: The headline on the homepage may not resonate with what users actually care about or address their top objections.
What worked: Reducing funnel depth by surfacing signup forms earlier is especially powerful when the offer seems 'too good to be true.' Trust signals (press logos) positioned near CTAs address skepticism more effectively than testimonials. (+45.5% lift)
Takeaway: This is a significant win worth prioritizing for implementation. Layout wins often unlock further opportunities — isolate which specific element drove the lift for even larger gains.
How to Apply This to Your Site
This experiment demonstrated that homepage: homepage landing page move can produce a +45.5% improvement in conversions. The test was run on a homepage page in the fintech 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
moved TopCashback's homepage signup form from a secondary page to the landing page itself. Added media credibility logos (The Guardian, The Independent) near the Join button, added a 'Save money every time you shop online!' headline, and improved the tell-a-friend referral flow with personalized pages.
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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