Landing Page: Mobile Plan Page Zip Modal Simplification
Hypothesis
Removing the additional text in the mobile zip modal to avoid any confusion among users on next step actions and what the zip entry l is going to do.
Test Results
Key Learning
Problem: Mobile users experience the landing page differently — smaller screens, touch targets, and limited attention require purpose-built design.
What worked: Removing the additional text in the mobile zip modal to avoid any confusion among users on next step actions and what the zip entry l is going to do. (+17.9% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Copy is the cheapest element to iterate on — test different headline frameworks and value propositions to push this further.
How to Apply This to Your Site
This experiment demonstrated that landing page: mobile plan page zip modal simplification can produce a +17.9% improvement in conversions. The test was run on a landing page page in the energy & utilities industry. With 13,932 visitors in the sample, this is a robust result.
Before you test: Consider that copy & messaging tests typically require large sample sizes to detect small effects. This test ran for 20 days — plan for at least that long.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Removing the additional text in the mobile zip modal to avoid any confusion among users on next step actions and what the zip entry l is going to do.
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.