Our hypothesis was that if we provide more context about Zype above the fold and more information throughout the page (product features, customer success stories and a nod to the Zype team), then we will have more form conversions and a lower bounce rate.
We felt that the “Original” landing page below would lose since we didn’t provide a lot of context. We assumed Variant A and B would be closer in the race for conversions since we included our key value props and quotes to showcase our credibility in the space.
And the winner is… duh duh duuuhhhh… Variant A!
Although it was obvious that the more context we provided above the fold, the better (Variant A winning over the Original), it seems we provided too much context within Variant B; in this case, the more focused the page is, the more likely a user won’t be distracted or veer off course to complete the end goal: filling out the form.
We implemented Variant A for 100% of the traffic and continued to see an uptick in conversions.