Landing Page: Labster: Virtual Lab SaaS Free Trial Sign-Up Optimisation
Hypothesis
Labster's free trial sign-up pages were not adequately demonstrating the product experience to prospective educators, leading to low trial activation rates. Improving the preview content and reducing form friction would increase sign-up rates while attracting higher-quality leads.
Test Results
Key Learning
Context: Each additional form field adds friction to the landing page, increasing the chance users abandon before completing their submission.
What was tested: For EdTech SaaS targeting institutional buyers (educators), demonstrating the actual classroom/lab experience through video significantly outperforms static screenshots in driving trial sign-ups. Educator-specific proof points (institution names, student outcome data) outperform generic software testimonials. Reducing the initial sign-up form to institution email only (with progressive profiling post-activation) more than compensates for any reduction in initial lead quality through improved activation rates.
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested landing page: labster: virtual lab saas free trial sign-up optimisation but produced no statistically significant change. The test was run on a landing page page in the edtech industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that cta 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
GrowthHit ran conversion optimisation tests on Labster's (virtual science laboratory SaaS for universities) free trial acquisition flow. Tests included landing page content (demo video vs. screenshot gallery), form length reduction, and educator-specific value proposition messaging. The programme targeted the gap between educators discovering Labster and actually starting 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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