Evidence #72: Passive Benefits
Once again, thanks to Daniel Bridges from findsomeone.co.nz 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:
A central message has been introduced of "Have Others Find You" which is an alternative to the act of actively searching for dates. This message contains a passive benefit of signing up - placing the effort on others instead of the person signing up.
A subtle positive sub-headline has also been added which reads "Because You're Awesome". This is a simple confidence booster or reassurance.
Focused One Column Message
Instead of showing 4 equal weighted content boxes related to signing up, the full message was unified into a single column unit.
Removal Of Stepped Process
The control also had a signup ("Join for free") call to action led by an explanation of a 3 step process. The variation moved away from explaining the signup process towards highlighting a key benefit.
Bulleted Features Or Benefits
Finally, the list of features or benefits were listed in the variation as tertiary information as bullets right under the call to action.
Any Other Explanations? Share Your Comments Below