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Evidence #72: Passive Benefits

Tagged As: Insight

Once again, thanks to Daniel Bridges from for sharing Evidence Test #72. This follow up test on New Zealand’s dating site contains a number of changes which led to an increase in signups. The key change is the communication of a passive benefit that other people will do the work for you.

What Can We Learn From This Test?

The homepage variation ended with a +20% increase to signup intent (measured with visits to step 2 of the signup process). Here are some reason why it might have worked:

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Posted by Jakub Linowski on Feb 12, 2017

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