# Removing homepage nav and search: +105% visits to sign-up page

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Navigation, Page clutter
- Test run by: [Never Settle](https://liftarchive.com/practitioners/never-settle/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/jellytelly/
- Page: https://liftarchive.com/test/jellytelly-homepage-remove-nav-distractions/

Stripping the top navigation, search box and footer links from JellyTelly's homepage sent 105% more new visitors to the sign-up page, while actual sign-ups rose 5%. The agency Never Settle ran the test for JellyTelly, a subscription streaming service for Christian families, and it was published as a VWO case study. Several elements were removed together, so the lift belongs to the cleaner page as a whole.

## Result

**+105% visits to sign-up page**

- Visits to the sign-up page: +105% among new visitors.
- Total sign-ups: +5%, a much smaller lift than the click-through gain.
- The test ran only for new visitors, since most returning visitors were already members.
- Sample size, duration and confidence level were not shared.

## Control

A homepage with top navigation and character images, a search box in the top right, and footer links alongside the sign-up content.

## Variant

The same homepage with the top navigation, character images, search box and footer links removed, leaving only content that pushes visitors toward sign-up.

## Why it likely won (our reading)

- With fewer links to explore, new visitors had one obvious next step, so more of them clicked through to sign up.
- Navigation and search mostly serve people who already know the product, and new visitors were the only ones tested.
- Many of the extra clicks did not turn into sign-ups, which hints that some visitors went to the sign-up page because there was little else to do, not because they were ready to buy.

## Caveats

Several elements were removed at once, so no single change can be credited. The headline metric is a click-through to the sign-up page, and real sign-ups rose only 5%; sample size and duration were not shared.

## How to run this test

- Hypothesis: If we remove navigation, search and footer links from the homepage for new visitors, then more of them will reach the sign-up page because there are fewer competing paths.
- Primary metric: Completed sign-ups from new visitors (not just sign-up page visits)
- Guardrail: Bounce rate on the homepage
- Guardrail: Sign-up page completion rate
- Guardrail: Support or contact requests from visitors who could not find information
- Who should test it: Subscription and SaaS businesses with a single main conversion goal and many first-time visitors. It probably won't help if visitors need to research pricing, features or content before they commit, or if returning users rely on the nav.

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Credit: Never Settle ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/jellytelly-homepage-remove-nav-distractions/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.