Landing Page: Remove Distraction
Test Results
Key Learning
Context: How "Remove distraction" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.
What was tested: A variation was tested against the existing experience.
Result: No statistically significant difference was detected. CTA changes that don't move the needle often mean the bottleneck is elsewhere — consider testing the surrounding context or the value proposition instead.
How to Apply This to Your Site
This experiment tested landing page: remove distraction but produced no statistically significant change. The test was run on a landing page page in the energy & utilities 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 large sample sizes to detect small effects. This test ran for 11 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
A/B test on landing page testing cta changes.
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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