Changing landing page design and increasing signup form

July 2016
Control and variation


Control A
Variation B
DHL Express is a division of the German logistics company Deutsche Post DHL specialised in international express mail services. Deutsche Post DHL is the world’s largest logistics company operating in over 220 countries and.

For a new campaign – promoting DHL’s import services – they wanted to test a new landing page. The Challenger template increased the visibility of the form, moving it into the top right corner, next to the courier image. Additionally, friendly male courier image replaced the logistics image.


  Changing landing page design and increasing signup form leads to outstanding conversion rates


The test ran in several countries for 2 to 4 weeks. The Challenger landing page was determined the winner at 95% statistical confidence, resulting in over a 98+% in two countries.


With multiple changes at once it is always difficult to conclude what works. The difference in conversion rate is remarkable.
* The form is more prominent
* The image of the delivery man is more relevant
On the other hand the new form has more fields (Address, City & Postal code). This may reduce the number of forms filled – but also might improve lead quality.

The main learning is probably to never stop testing.

Test details

Test element Redesign
Page type Landingpage
Test date July 2016

Website information

Company DHL
Market Professional services
Test result
Test element Redesign
Page Landingpage
Result +95% leads

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