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Adding ‘reasons to subscribe’ to the newsletters signup page

Aweber
Signup
November 2012
+321%
signups
Control and variation

+321%

A
B
Control
Control A
Variation
Variation B
Aweber is a well known email marketing service provider. The realized that they had neglected their blog signup page. The blog signup landingpage is linked to from emails and from the blog sidebar. Inspired by other signup landingpages (see Time Ferris’s here) they wanted to better explain there proposition.

Hypothesis

 Adding ‘reasons to subscribe’ to the landingpage will increase conversions, because people will see more value and are more clear what to expect.

Results

The variation had much higher conversion (+320%)

Test CR Change Significance
A 2,7% – –
B 11,4% 322% 98%

Learnings

The improvement is big – explaining the value of signing up apparently helps. People are careful of providing their email address and being spammed after that. So adding reasons helps.

The current landingpage is designed differently – but still has a list with reasons.


Test details

Test element Copy
Page type Signup
Test date November 2012

Website information

Company Aweber
Website www.aweber.com
Market Marketing, Software (SAAS)
Test result
Test element Copy
Page Signup
Result +321% signups

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