6 Landing Page Changes For +30% Signups On Bomgar.com

Bomgar.com, a leading remote access and support platform, recently ran a multiple change A/B test on one of their landing pages. Here are the changes which were tested with a nice positive outcome - some of which were inspired by our evidence-based patterns.

The Test
The A/B test results showing a 30% increase to signups (measured by next page visits)

The 6 Changes

Here are the 6 things that were changed (interpreted by me).

UI Details
The B variation with the 6 changes
  1. More Subtle Branding
    The first thing you might notice comparing A and B, is that the variant de-emphasized the logo. The Bomgar logo has been shrunk in size, and lost its strong contrast orange background strip.

  2. Centered Forms - Fastforward Pattern #13
    The input forms have been centered, gaining in additional attention. This is a powerful layout change which we have observed to perform numerously in past experiments.

  3. Fewer Form Fields - Fastforward Pattern #3
    Some of the form fields such as first name, last name and company were removed - a classic friction removal pattern.

  4. Button Label Change
    Instead of "Try Free", the button was changed to "Create My Account". Could "account creation" hold more value from a feeling of ownership than a trial?

  5. Clarifying Image
    An image was added showing two dekstop computers - possibly reinforcing the idea of access between one computer and another.

  6. Shifted Descriptions
    Finally, the 3 benefit descriptions were pushed further down on the page (as the form was centered).

Share Your Thoughts

Are there any other key reasons why you think the B variation outperformed the control? Please share your thoughts as a comment.



Comments

  • David Efdé

    David Efdé 6 months ago 00

    I like this test very much, thanks for sharing. But I have a little trouble with testing 6 actors in conversion optimization at the same time. Because it's not clear what's the effect of every individual actor is. For instance what happens if we eliminate 2 of the 6 actors?

    • Jakub Linowski

      Jakub Linowski 6 months ago 00

      Hi David, here is a more recent answer & poll on the same question: https://goodui.org/blog/is-it-correct-to-make-multiple-design-changes-in-a-single-test-variation/

  • Jonathan

    Jonathan 11 months ago 00

    Great A/B test. Really shows how a good A/B test can produce some good data for change.

  • Nitesh S

    Nitesh S 11 months ago 10

    Thanks for posting this Jakub!

    Did they test a fewer form fields as a variant on their old landing page? I'd love to know what all the other elements did for conversion vs that big change.

  • Ivan Burmistrov

    Ivan Burmistrov 11 months ago 00

    Very strange... IMHO the only factor that might improve conversion is (3) Fewer Form Fields...

  • Ivan

    Ivan 11 months ago 20

    I suppose white background and image are the biggest drivers of the conversion change.

  • Kevin

    Kevin 11 months ago 00

    Thank you for sharing, it is really inspiring and serves as arguments in order to offer much needed services to some clients.