# Moving the sign-up form on artist sites: 6.2% to 18.4% sign-ups

- Outcome: Won
- Page type: Site-wide (Lead-gen)
- Elements: Form placement
- Test run by: [Warner Music Group](https://liftarchive.com/practitioners/warner-music-group/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/warner-music-group/
- Page: https://liftarchive.com/test/wmg-artist-site-signup-form-placement/

Moving 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.

## Result

**6.2% to 18.4% sign-ups**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Sign-up quality (confirmed or engaged subscribers)
- Guardrail: Engagement with main page content
- Guardrail: 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.

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Credit: Warner Music Group ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/wmg-artist-site-signup-form-placement/).
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.