# Christmas landing page layout test: free trials 15% to 19.5%

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Layout
- Date shared: 2013-12
- Test run by: [Nick Disabato](https://liftarchive.com/practitioners/nick-disabato/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.kalzumeus.com/2014/01/06/kalzumeus-software-year-in-review-2013/
- Page: https://liftarchive.com/test/patio11-bcc-christmas-landing-layout/

A new layout on Bingo Card Creator's Christmas landing page raised conversion to the free trial from 15% to 19.5%, about a 30% relative gain. Nick Disabato of Draft Revise ran the test in VWO on Patrick McKenzie's behalf in December 2013. Patrick McKenzie reported it briefly on the Kalzumeus blog in a year-in-review post.

## Result

**free trials 15% to 19.5%**

- Conversion to free trial: 15% to 19.5%, about +30% relative.
- Sample size, test length and confidence were not shared.
- Patrick McKenzie noted that the page gets little traffic, so the win was modest in absolute terms.

## Control

The existing layout of the Christmas bingo landing page, which led visitors into a free trial of the bingo card software.

## Variant

A rearranged layout for the same page. The write-up does not say what was moved or changed.

## Why it likely won (our reading)

- Seasonal pages get less design attention than the home page, so there is often easy room for improvement.
- A layout change can put the main offer and sign-up action in front of visitors sooner, though we can't confirm that was the change here.
- Patrick McKenzie expected a layout test to lose, which suggests the gain came from something the team didn't predict. That is a reason to test, not assume.

## Caveats

Only the before and after rates were shared. There is no sample size, duration, confidence or description of the layout, and the page was seasonal and low-traffic.

## How to run this test

- Hypothesis: If we rearrange our seasonal landing page so the offer and sign-up are easier to find, then more visitors will start a free trial because the page will match their intent faster.
- Primary metric: Landing page to free trial conversion rate
- Guardrail: Trial-to-paid conversion
- Guardrail: Bounce rate
- Who should test it: SaaS and software businesses with seasonal or topic-specific landing pages that get steady search traffic. With very low traffic, the test may need a whole season to reach a clear answer.

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Credit: Nick Disabato ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/patio11-bcc-christmas-landing-layout/).
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.