Homepage|landing: 'How It Works' Section Removal Hurt -4.6% to -11.7%
Hypothesis
The 'How It Works' section is clutter that can be removed — it's not.
Test Results
Key Learning
Problem: The registration experience on the homepage|landing asks too much too soon, causing potential users to drop off.
What was tried: 'How It Works' sections address a real user question: 'What happens after I sign up?' They reduce post-conversion anxiety and help users visualize the process. Don't remove them — instead test improving them (clearer steps, better visuals, more specific outcomes). (-9.0% change)
Why it failed: The control was closer to optimal for this audience. Test more conservative variations next time.
How to Apply This to Your Site
This test showed that homepage|landing: 'how it works' section removal hurt -4.6% to -11.7% led to a -9.0% drop in conversions. The change was tested on a landing page page in the cross-industry industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that copy & messaging 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
Test #200 : removing the 'How It Works' content section hurt sales by -4.6%. Test #23 : control had 'How It Works' content; removing it reduced signups by -11.7%. Both show this section plays a functional role.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Product: More For Less Headline
Context: The headline on the product may not resonate with what users actually care about or address their top objections.
Home landing: Empowering Headline
Context: The headline on the home landing may not resonate with what users actually care about or address their top objections.
Content Page: Inline Link Nudge
Context: Form input design on the content page affects completion rates — label placement, validation timing, and field clarity all matter.
Product: Long Titles
Context: Multi-step processes on the product can overwhelm users if they can't see how far along they are or how much is left.