Landing Page: App Onboarding Simplification
Hypothesis
Removing the prominent 'Start reading' CTA from the app's initial onboarding screen would force users to encounter sign-in options and account benefits before skipping, increasing registrations
Test Results
Key Learning
Problem: The primary call-to-action on the landing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
What worked: Removing an easy 'escape hatch' from signup flows (+80.0% lift)
Takeaway: This is a significant win worth prioritizing for implementation. Every field removed or simplified reduces friction — continue testing inline validation, progress indicators, and smart defaults.
How to Apply This to Your Site
This experiment demonstrated that landing page: app onboarding simplification can produce a +80.0% improvement in conversions. The test was run on a landing page page in the media industry.
Before you test: Consider that form 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
simplified The Guardian's mobile app onboarding by removing multiple blue panels and the prominent 'Start reading' CTA. Users were then forced to tap 'Continue' to access Facebook/Google sign-in options and see account benefits. Skip was still available but no longer the most obvious path. Based on usability lab research.
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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