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Will adding in a prominent login button at the top of a webpage increase the number of existing users coming back to their account? Find out in this episode of The Cro Show.

Watch this episode of The Cro Show, a game show for conversion rate optimization and marketing experimentation fans, and see if you can guess which test variation performed better during a recent Cro Metrics client experiment.

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Full Transcript:

Alex Gray: All right.

So I’m excited to talk to you all today about how we can simplify and improve site experience for our high intent users.

So we have a client that is a well-known freemium software as a service company used by both individuals and organizations, and in previous testing, we learned that a large number of visitors to a signup landing page are actually there to log in.

So this landing page receives nearly all of its traffic from organic search and this leads us to believe that people are searching for the client’s name in order to log in, but instead end up on the sign up page.

So in the control page, you can see here, you can see the email address field and the sign up button for prospective users are prominent and the log in option for existing users is that tiny bit of link text below.

So to improve this poor existing customer experience, in our variation, we remove that tiny bit of text and added a login button in the top right nav to see if this would help increase log ins and use of the tool by existing customers.

So the hypothesis is that a lot of the visitors to sign up landing page are actually existing customers and by making the login option more prominent, more of them will do just that.

Does anyone have any questions on how this test ran?

James Buo: Were we seeing a lot of people that already had accounts filling out that enter your email and signup button?

Is that what prompted this?

Alex Gray: Yes. Yes.

So in our previous test, we saw that a lot of existing customers were coming through this page and then, yeah.

Kind of getting confused as to what action they should take.

Katie Green: This is a great test, Alex, great selection.

Hannah Brown: I have a question.

Katie Green: Oh, you have a question?

Hannah Brown: Yeah…What was the success metric here…Was it like was it sign in? Sign ups?

Alex Gray: Yeah, great question.

Unknown: Exactly.

Alex Gray: Log side.

Yeah. Great question…So our KPI here were login CTA clicks.

Hannah Brown: Awesome.

Katie Green: Beautiful.

If you think the variation won, let’s do thumbs up.

And if you think the variation didn’t win, let’s do thumbs down.

Alex Gray: Okay.

So it looks like most people were correct.

The variant in this experiment led to a 118% increase in login CTAs, clicks on the page.

And a 58% increase in total logins.

So really exciting results and meaningful learning that a lot of our mobile users are existing customers and they’re coming back to log in and use the client services.

So with this test, we’re able to make that process a little easier for them, and the results suggest that there’s further iteration that can be done to improve the existing user experience.

So thanks, everybody.

Unknown: Thank you so much for watching.

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