# Tabbed bullets, no video, second CTA: +173% subscription clickthrough

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Page length, Layout, Cta
- Date shared: 2014-10
- Test run by: [MarketingExperiments](https://liftarchive.com/practitioners/marketingexperiments/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingexperiments.com/a-b-testing/web-clinic-clickthrough
- Page: https://liftarchive.com/test/news-publication-subscription-tabbed-bullets/

Reorganizing a subscription landing page's long bullet list into tabs, removing the video and adding a second call to action lifted clickthrough by 173% at 99% confidence. MarketingExperiments (MECLABS) ran the test for a large news publication. Several changes shipped together, so the lift belongs to the redesign as a whole.

## Result

**+173% subscription clickthrough**

- Clickthrough toward subscription: +173% for the tabbed version, at a 99% level of confidence.
- This measures clicks toward the subscription step, not completed subscriptions, which were not reported.
- Sample size and test length were not shared.

## Control

A long-form subscription landing page with a long list of bullet points that read as a wall of text, plus a video.

## Variant

The bullets were grouped into tabs so visitors could click to the topics they cared about. The video was removed and a second call to action was added.

## Why it likely won (our reading)

- Tabs cut the visible text, so the page felt lighter and easier to scan.
- Letting visitors choose a topic puts the most relevant reasons in front of them.
- A second call to action gives readers a way to act sooner without hunting for the button.
- Removing the video may have removed a distraction from the main path.

## Caveats

Bundled test: tabs, video removal and a second call to action shipped together, so no single change gets the credit. The metric is clickthrough toward subscribing, not paid subscriptions.

## How to run this test

- Hypothesis: If we group our long feature list into tabs and add a second call to action, then more visitors will click through to sign up because the page is easier to scan and the next step is always close.
- Primary metric: Completed subscriptions or sign-ups (track clickthrough as a step metric)
- Guardrail: Clickthrough to the sign-up step
- Guardrail: Sign-up completion rate
- Guardrail: Plan mix or average order value
- Who should test it: Subscription, media and SaaS businesses with long feature-list landing pages. It helps less if your page is already short, or if visitors need the full detail visible to trust the offer.

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Credit: MarketingExperiments ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/news-publication-subscription-tabbed-bullets/).
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.