# Homepage cut to just a sign-up form: 1.39% to 13.13% sign-ups

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Page length, Form, Distraction removal
- Test run by: [TheHOTH](https://liftarchive.com/practitioners/thehoth/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/thehoth/
- Page: https://liftarchive.com/test/thehoth-minimal-homepage-signup-form/

Stripping the homepage down to only an account sign-up form raised TheHOTH's sign-up rate from 1.39% to 13.13%. TheHOTH ran it as a split URL test over 30 days with close to 3,000 visitors. It was published as a VWO case study.

## Result

**1.39% to 13.13% sign-ups**

- Account sign-up rate: 1.39% on control vs 13.13% on the minimal page.
- That is roughly nine times as many sign-ups per visitor.
- Lead quality was a concern: the case study says sales found it harder to tell serious buyers from people signing up just to learn more.

## Control

The homepage had a video and a sign-up form above the fold, then customer logos, testimonials and other content.

## Variant

A separate page with nothing on it except the account sign-up form. No video, logos, testimonials or service details.

## Why it likely won (our reading)

- Most traffic came from referrals, word of mouth, direct visits and branded search, so visitors already knew the brand.
- With no other content, signing up was the only way to find out more about the service.
- The original page had competing calls to action and a video that likely pulled attention from the form.

## Caveats

About 3,000 visitors over 30 days, and the extra sign-ups came with weaker lead quality. The result relies on brand-aware traffic and may not hold for cold visitors.

## How to run this test

- Hypothesis: If we show brand-aware visitors only a sign-up form, then sign-ups will rise because nothing competes with the one action we want.
- Primary metric: Account sign-up rate
- Guardrail: Sign-up to paying customer rate
- Guardrail: Sales-qualified lead rate
- Guardrail: Bounce rate for non-branded traffic
- Who should test it: Lead-gen and SaaS businesses whose traffic is mostly direct, referral or branded search, and who have a follow-up process to educate new sign-ups. Skip it if most visitors are new to you and need proof before signing up.

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Credit: TheHOTH ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/thehoth-minimal-homepage-signup-form/).
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.