Info tabs removed from savings landing page: +14.86% sign-ups
Commentary byLiftArchiveOur analysis, not theirsRemoving extra information tabs from its savings landing page, and capitalising one word, raised the account sign-up rate from 9.69% to 11.13% (+14.86%).
MoneYou, an online bank owned by ABN AMRO, ran this A/B test, and it was published as a VWO case study.
The two changes shipped together, so the lift can't be credited to either alone.
- Savings account sign-up rate: 9.69% to 11.13%, a 14.86% lift, at 95%+ significance.
- Clicks on the 'Meer informatie' (more information) button: 31.62% to 34.04%, a 7.65% lift, at 99% significance.
- Engagement: 38.49% to 40.41%, a 4.98% lift, at 96% significance.
The change
Variant removes the information tabs and capitalises one key word.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The savings account landing page carried extra information tabs, and the Dutch word 'opneembaar' started with a lowercase letter.
Variant
The tabs were removed, other clutter was trimmed, and the word was capitalised as 'Opneembaar'.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The tabs gave visitors more to read without helping them decide, so they distracted from the next step.
- A cleaner page made the main call to action stand out.
- The capital letter may have made a key product benefit easier to scan, though its effect alone is unknown.
Caveats: Two changes were bundled (tabs removed and a word capitalised), plus general clutter trimming. No sample size, duration or test date was shared.
Who ran it
MoneYou ran this test 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 MoneYou →
How to run this test on your site
- Hypothesis
- If we remove information tabs that don't help visitors decide, then more will sign up because the path to the call to action is clearer.
- Primary metric
- Account sign-up or application rate
- Guardrails
- Support contacts or questions about the product
- Application drop-off later in the funnel
- Click-through on the main information CTA
- Who should test it
- Lead-gen and financial services sites with busy product landing pages full of tabs or accordions. Be careful in regulated products where some of that information must stay on the page.
Questions
Do tabs on a landing page hurt conversions?
They can if they add reading without helping people decide.
In this test, removing them was part of a change that lifted sign-ups by 14.86%.
Can capitalising one word really matter?
It is unlikely to drive most of a lift on its own.
MoneYou tested it together with removing tabs, so its separate effect is unknown.
How do I know which page elements are distractions?
Look at click maps and scroll data for elements that get attention but don't lead to the next step. Then test removing them.
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