Signup: Signup — Signup, This Experiment Suggests
Hypothesis
If we test a similar change on our signup pages as rejected, we should be cautious
Test Results
Key Learning
Problem: The registration experience on the signup asks too much too soon, causing potential users to drop off.
What was tried: rejected this UI change (Dec 10, 2019). Rejection suggests the change underperformed the control
Why it failed: The control was closer to optimal for this audience. Test more conservative variations next time.
How to Apply This to Your Site
This test showed that signup: signup — signup, this experiment suggests hurt conversions. The change was tested on a signup page in the travel industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that layout 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
It seems to me that Booking may have attempted a replication or imitation of one of their competitors - I'll let you be the judge.
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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