Shorter, cleaner BODYGUARDZ warranty page: +2.34% registrations
Commentary byLiftArchiveOur analysis, not theirsA shorter, simpler version of the BODYGUARDZ Advantage program page lifted successful product registrations by 2.34% on desktop and tablet.
Wingify Services ran this test for BODYGUARDZ, and it was published as a VWO case study.
Several changes shipped together (less text, fewer links and a single clearer CTA path), so the lift belongs to the redesign as a whole.
- Successful product registrations (desktop and tablet): +2.34% relative lift at 97% confidence over 25 days.
- Mobile: the redesign converted at 42.27% against 40.15% for the original. No duration or confidence was given for mobile.
- The metric is warranty registrations, not purchases.
- The new page went live on the BODYGUARDZ site.
The change
The variant cuts long text and competing CTAs down to a short summary and one register path.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The Advantage page, which explains the BODYGUARDZ warranty program, had a lot of text and a long scrolling section that few visitors reached. Several CTAs sent people to different pages.
Variant
A redesigned page with the clutter removed, less repeated text, fewer links and a clearer path to registering a product.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitor data showed few people scrolled to the bottom, so the long info section was mostly unread.
- Multiple CTAs pointing to different pages split attention. One clear path makes the next step obvious.
- Less text makes the value of the program quicker to grasp.
Caveats: This was a bundled redesign, so no single change can be credited. The metric is product registrations rather than sales, and the results are reported by the testing vendor.
Who ran it
VWO ran this test for BODYGUARDZ and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on VWO →
How to run this test on your store
- Hypothesis
- If we cut the text on our program page and reduce it to one clear call to action, then more visitors will complete registration because they can see what to do without scrolling or choosing between links.
- Primary metric
- Successful product or warranty registrations
- Guardrails
- Purchases from registered users
- Support contacts about the program
- Who should test it
- Brands with a warranty, loyalty or registration program page that is long and has several competing CTAs. If the page is already short with one action, the gains will be small.
Questions
Does a shorter page convert better?
Often, when the extra content goes unread and pulls attention away from the main action.
Check scroll depth first to see what visitors actually reach.
How many CTAs should a page have?
One main action per page is a good default.
Extra CTAs that lead to different places can split attention, as on the original BODYGUARDZ page.
Why test a warranty registration page?
Registered customers can be reached again for replacements and repeat sales.
BODYGUARDZ treated registrations as a step toward revenue.
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