How I helped the NYPL increase newsletter sign-ups by 52.8%

I recently completed Market Motive’s “Conversion Optimization Master Certification” program led by Bryan Eisenberg (@thegrok).  As part of the program, I volunteered to perform a comprehensive conversion optimization analysis and provide testing recommendations (100+ A/B test recommendations) for The New York Public Library.  

Furthermore, I also had to run an A/B test.  Together with Johannes Neuer (@johannesneuer) from The New York Public Library we selected the newsletter sign up page for the experiment.

We actually ran two tests, but here’s the overview of the second test:

What we tested: Simplification of the newsletter sign-up page

  • Remove newsletter options
  • Shorten Privacy messaging
  • Show thumbnail with link of newsletter sample
  • Keep first test changes:

— Remove unnecessary information fields (first/last name)
— Stronger, benefit oriented headline
— Add unique value proposition points
— Clicking on “privacy policy” should open up new window

Hypothesis:
Simplifying the sign up page by removing newsletter options and unnecessary copy as well as significantly shortening the privacy language and including a sample image of the newsletter, plus keeping the changes from the first test should lead to an increase in conversion rate.
 
Results:
Can you guess which version won?  The control or the variation? 
 
Btw, Anne Holland’s “Which Test Won” published the test results.  Check out the results here: http://bit.ly/cfDfA9 
Control

Control

Variation

Variation

 Did you guess it right?

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