Clearer hierarchy on a course page: +34.87% form submissions
Commentary byLiftArchiveOur analysis, not theirsGiving a mobile course page a clear visual hierarchy, prominent benefits and better-placed calls to action lifted application form submissions by 34.87%.
The CRO agency ConvertPolo ran the test for TimesPro on its IIT Delhi HPDM programme page, published as a VWO case study.
The changes were bundled, so the gain belongs to the redesign as a whole.
- Application form submissions: up 34.87%.
- Sticky navigation clicks: up 142.45%.
- Unlike the other TimesPro tests, this one measured actual form submissions.
- Baseline rates, sample size and duration were not shared.
The change
Benefits move up and CTAs steer visitors to the application form.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A mobile course page with no clear visual hierarchy, where visitors had to scroll to find the programme benefits.
Variant
A clear hierarchy, key programme benefits shown prominently, and calls to action repositioned to guide visitors toward the application form.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A clear order of headings and sections helped visitors find what mattered.
- Benefits were visible without scrolling, giving a reason to apply sooner.
- Calls to action pointed toward the form, cutting the steps to submit.
Caveats: Bundled changes tested on mobile only. Sample size, duration and confidence were not shared.
Who ran it
ConvertPolo 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 ConvertPolo →
How to run this test on your site
- Hypothesis
- If we give the page a clear hierarchy and steer calls to action toward the application form, then more visitors will submit it because they can find the benefits and the next step easily.
- Primary metric
- Application form submission rate
- Guardrails
- Qualified applicant rate
- Form abandonment rate
- Sticky navigation clicks
- Who should test it
- Lead-gen businesses with long mobile pages ending in an application or enquiry form. If your page is short and already well structured, the upside is smaller.
Questions
What is visual hierarchy on a landing page?
It is the order in which the eye moves through headings, sections and buttons.
A clear hierarchy shows visitors what to read first and what to do next.
Does a sticky navigation bar help on mobile?
It can keep the next step in reach.
In this test, sticky navigation clicks rose 142.45% after the redesign.
MarketingExperiments