# Single-column sign-up page with one CTA: +265.6% clickthrough

- Outcome: Won
- Page type: Signup page (SaaS)
- Elements: Cta count, Layout
- Date shared: 2012-08
- Test run by: [MarketingExperiments](https://liftarchive.com/practitioners/marketingexperiments/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingexperiments.com/a-b-testing/reduce-friction-increase-clickthrough
- Page: https://liftarchive.com/test/online-service-registration-page-reduce-friction/

Simplifying a registration page to a single column with only one call-to-action raised clickthrough by 265.6% and conversion by about 27%. MarketingExperiments (MECLABS) ran the test for a B2C online services company. The layout and the number of CTAs changed together, so the result belongs to the bundle, not to either change alone.

## Result

**+265.6% clickthrough**

- Single-column treatment: clickthrough up 265.6% over the control.
- Account sign-up conversion up nearly 27%.
- Results for the two-column treatment and confidence levels were not shared in text.

## Control

A registration page with several competing calls-to-action, spread across five main blocks of content.

## Variant

A single-column page with every competing element removed except one. A middle treatment cut the page to two columns and two CTAs.

## Why it likely won (our reading)

- With one clear action, visitors did not have to choose between competing options.
- A single column gives the eye one path down the page.
- Fewer blocks meant less to read before deciding to register.

## Caveats

Bundled test: layout and number of CTAs changed together, so you can't credit either one alone. Sample size, duration and confidence were not shared, and the data is from 2012.

## How to run this test

- Hypothesis: If we cut our sign-up page to one column and one call-to-action, then more visitors will register because nothing competes with the main action.
- Primary metric: Account sign-up rate
- Guardrail: Activation or first-use rate of new accounts
- Guardrail: Clicks to secondary pages you removed
- Guardrail: Support or contact requests
- Who should test it: SaaS and online services whose sign-up page also pushes demos, other products or content links. If your page already has one clear action, expect a smaller effect.

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Credit: MarketingExperiments ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/online-service-registration-page-reduce-friction/).
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.