In a recent article from Digital Telepathy, Aron Schuhmann illustrated how “Small wins can yield exponential results“.

Using the technology of Optimizly, TD (Digital Telepathy) ran an experiment to see which landing page returned the best results for sign ups.

When we looked at New Relic’s library of landing pages, we wanted to increase product deploys through effective design. The task was both exciting and daunting. These landing pages offered tons of potential places to test in the dozens of active pages, each with varying lengths, colors, CTAs, etc. With the host of options before us, we decided to start small: We took on the most trafficked pages and tested one element at a time.

By setting up an A/B/C testing method DT was able to acquire real data based on a baseline that essentially shows an increase or decrease in click-throughs based on the existing design.

Here are the contestants:

Exhibit A:

Exhibit B:

Exhibit C

..with “A” as the baseline “original/existing” design. In our first test, the first alternative, “B,” performed poorly, and the “C” option took off, earning more than twice the product deploys of the baseline “A.”

After testing, here are the results

So what does it all mean? according to Aron Schuhmann it all came down to a button…

So, what was the defining factor that made “C” skyrocket? A button. Yep, the change from a form to a button made people click, sign up, and then deploy the New Relic product at a remarkably higher rate. But it all started at the initial engagement: the button asking the user to sign up. If the user saw an empty form, they didn’t sign up. Is a form directly asking for information a turnoff for users? Do people prefer to be asked via a button first? Maybe.

If the user encountered an empty form, they didn’t engage. But there’s something about a button that gets users to a form to try a product.

In Conclusion

Data-backed designs make us, our users, and our clients the most happy. When performance increases on a site, it means that objectives are being met: the site’s visitors are finding what they’re looking for, the site’s hosts are meeting their guests, and there’s a well-designed place for their interaction.

To guide visitors to their goal, it’s necessary to gauge their reactions (DT blog), iterate with agility (DT blog), and prioritize your work (DT blog) to meet the company’s goals. Tools like Optimizely help us make educated design decisions.

Read the full article on digital telepathy