Moving the sign-up form on artist sites: 6.2% to 18.4% sign-ups
Commentary byLiftArchiveOur analysis, not theirsMoving the sign-up form to a new position on Warner Music Group artist websites raised conversion from 6.2% to 18.4%.
The in-house UX team at Warner Music Group ran the test, and it was published as a VWO case study.
The source does not say where the form was moved from or to.
- Sign-up conversion rate: 6.2% on the control vs 18.4% on the variant, a gain of about 12 points.
- The case study calls this a 12% improvement. That figure matches the point gain, not the relative lift, which would be close to triple.
- No sample size, duration or confidence level is given, so treat the size of the jump with care.
Control
An artist website with the sign-up form in its original spot on the page.
Variant
The same site with the sign-up form placed somewhere else. The new location is not described in the case study.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A form in a more visible spot gets seen by more visitors, and visibility often limits sign-ups.
- The original spot may have been easy to scroll past or hidden by other content.
- A jump this large often means the old form was hard to find, not that the new spot is ideal for every site.
Caveats: The case study does not describe the placements and gives no sample size, duration or significance. Its own summary figure (12%) does not match the reported rates.
Who ran it
Warner Music Group 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 Warner Music Group →
How to run this test on your site
- Hypothesis
- If we move our sign-up form to a spot most visitors see without hunting for it, then sign-ups will rise because more people will notice the form.
- Primary metric
- Sign-up form conversion rate
- Guardrails
- Sign-up quality (confirmed or engaged subscribers)
- Engagement with main page content
- Bounce rate
- Who should test it
- Sites that rely on email or fan sign-ups where the form sits low on the page or in the footer. If scroll data already shows most visitors reach the form, gains will likely be smaller.
Questions
Where should a sign-up form go on a page?
Wherever most visitors will see it at the moment they are interested.
Check scroll and click data first, then test a more visible spot against your current one.
Why can a form move make such a big difference?
If many visitors never reach the form, they cannot sign up.
Moving it changes how many people even get the chance.