# Modern redesign of opt-in page lost: original got 19.55% more sign-ups

- Outcome: Lost
- Page type: Landing page (Lead-gen)
- Elements: Page design, Privacy assurance
- Test run by: [Uncommon Knowledge](https://liftarchive.com/practitioners/uncommon-knowledge/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/uncommon-knowledge/
- Page: https://liftarchive.com/test/uncommon-knowledge-modern-optin-page-redesign/

A modern, simpler redesign of an email opt-in page lost: the original page drove 19.55% more sign-ups for free trauma-treatment videos. Uncommon Knowledge, a psychology training company, ran the test itself, published as a VWO case study. The redesign changed several things at once, so no single element can take the blame.

## Result

**original got 19.55% more sign-ups**

- Email sign-ups: the original beat the redesign by 19.55%.
- Reported at 99.99% statistical significance.
- Negative result for the redesign: the modern page lost leads.

## Control

A magazine-style page described each of the three free videos and showed the cofounder's photo. It asked for first name and email.

## Variant

A simpler page in line with modern design trends described the offer as a three-video pack. It added reassurance about privacy and unsubscribing at any time.

## Why it likely lost (our reading)

- Describing each video gave visitors more reasons to want the pack than a short 'three videos' line.
- The cofounder is well known to this audience, so dropping the photo may have removed a trust signal.
- Most visitors were 45 or older, and a familiar layout may have suited them better than a trend-led one.
- Privacy reassurance did not make up for the lost detail and credibility.

## Caveats

This was a whole-page redesign with several bundled changes, so the loss can't be pinned to one element. Sample size, duration and test date are not shared.

## How to run this test

- Hypothesis: If we redesign our opt-in page to a modern, simpler layout, then sign-ups will rise because the page is cleaner, unless we lose the detail and trust cues our audience relies on.
- Primary metric: Email opt-in rate
- Guardrail: Lead-to-customer rate
- Guardrail: Unsubscribe rate in the first weeks
- Guardrail: Mobile opt-in rate
- Who should test it: Lead-gen businesses and course creators planning a redesign of a working opt-in page, especially with older or loyal audiences. Test before you ship; if your current page is already detailed and trusted, a sleeker look may cost you leads.

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Credit: Uncommon Knowledge ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/uncommon-knowledge-modern-optin-page-redesign/).
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.