All screenshots on one tour page: +85% free trial downloads
Commentary byLiftArchiveOur analysis, not theirsYNAB showed every app screenshot on a single product tour page, instead of making visitors click through categories, and free trial downloads rose 85% at 97% confidence.
The YNAB team ran this split URL test themselves, and it was published as a VWO case study.
Several changes shipped together, so the lift reflects the whole redesigned page.
- Free trial downloads: +85%, at 97% confidence.
- The test compared two separate URLs, one per page design.
- Sample size and test duration were not shared.
The change
Category tabs replaced by one page of captioned screenshots and a top testimonial
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product tour page for the YNAB budgeting app split features into categories. Visitors had to click each category to see the matching screenshots.
Variant
All screenshots appeared as large thumbnails on one page, each with a handwriting-style caption. A prominent testimonial sat at the top, next to a stronger call to action for the 7-day free trial.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors no longer had to hunt for what the app does. Semi-interested people are more likely to leave than to click through tabs.
- Seeing all the features at once made the product feel complete and easy to judge.
- A trusted testimonial at the top gave visitors a reason to believe before they started scrolling.
Caveats: Several changes were bundled: the screenshot layout, captions, testimonial and CTA all changed at once. Sample size and duration were not shared, and the result is vendor-published and fairly old.
Who ran it
YNAB 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 YNAB →
How to run this test on your site
- Hypothesis
- If we show all product screenshots on one tour page with short captions and a strong testimonial at the top, then more visitors will start a free trial because they can see what the product does without clicking around.
- Primary metric
- Free trial starts or downloads from the tour page
- Guardrails
- Trial-to-paid conversion
- Page load time
- Bounce rate
- Who should test it
- SaaS and app companies with a features or tour page that hides content behind tabs or categories. It may not help if your product has so many features that one long page becomes overwhelming.
Questions
Should a SaaS tour page use tabs or one long page?
In YNAB's test, one page showing every screenshot beat a tabbed layout by 85% on trial downloads.
Tabs hide content that casual visitors may never click to see.
Where should a testimonial go on a features page?
YNAB placed a strong testimonial at the very top.
It was part of a bundled change, so its own effect is unknown, but it is a cheap element to test on its own.
What is a split URL test?
It sends visitors to two different page URLs and compares results.
It suits big layout changes that are hard to build inside a standard A/B testing editor.