Case study: Optimizing landing page design for higher engagement
A leading point-of-sale provider boosted CTR by 32.8% with a cleaner, more focused landing page. Simplifying the design increased clarity, leading to more signups. See the full test results and insights!
At ConversionLab, we specialize in helping businesses refine their digital experiences to maximize conversions. For a leading point-of-sale solution provider, we ran an A/B test to determine whether simplifying the design and increasing whitespace would lead to a more precise value proposition and, ultimately, more signups.
Objective
We set out to test whether a cleaner, more structured landing page layout could enhance user engagement and improve click-through rates (CTR) to the signup page.
The existing problem
The original landing page contained dense content that may have overwhelmed visitors, making it harder to focus on the key benefits of the payment solution. This potentially led to hesitation in proceeding to the signup process.
The improvement hypothesis
By simplifying the design and increasing whitespace, we hypothesized that users would have an easier time understanding the unique value proposition, leading to increased engagement and a higher CTR.
Test details
Variant A (Champion):
- Users: 797
- Clicks to signup: 112
- CTR: 14.05%
Variant B (Challenger):
- Users: 745
- Clicks to signup: 139
- CTR: 18.66%
Winning variant:
Variant B achieved a 32.8% uplift in CTR compared to Variant A, with a 96% statistical significance, confirming a high level of confidence in the results.
1. Whitespace improves focus
The streamlined layout helped highlight the unique value proposition, making it easier for users to absorb key information and take action.
2. Reducing friction increases engagement
A cleaner design led to more intuitive navigation, encouraging users to proceed to the signup process.
3. Data-driven design decisions matter
With a 96% confidence level, the test results strongly support the impact of strategic design optimizations.
Why this matters for point-of-sale solution providers
For businesses offering digital payment solutions, a well-optimized landing page is essential for attracting and converting customers. This test reinforces the value of thoughtful design changes in improving engagement and ultimately driving more signups.
Next steps
Based on these results, we recommend implementing the Variant B design permanently. At ConversionLab, we continue to help businesses optimize their customer journey through A/B testing and data-driven UX improvements. If you’re looking to improve your conversion rates, let’s connect!
