Landing Page: Removing Termination Fee on Plan Pages
Hypothesis
Reposition and reduce the prominence of the $135 termination fee.
Test Results
Key Learning
Context: How "Removing termination fee on plan pages" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.
What was tested: Reposition and reduce the prominence of the $135 termination fee.
Result: No statistically significant difference was detected. Inconclusive copy tests usually mean both versions are equally (in)effective at addressing user motivations. Try a fundamentally different angle.
How to Apply This to Your Site
This experiment tested landing page: removing termination fee on plan pages 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 copy & messaging tests typically require large sample sizes to detect small effects. This test ran for 21 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
Reposition and reduce the prominence of the $135 termination fee.
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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