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At the moment, I'm counting conversions as "visitor visits sign up page", not a full sale.
I've done a series of multi-variate tests since Christmas and I've tripled my conversion rate, so I'm delighted.
I'm now on what I intend to be my final test and the only differences on the design are:
version 1 - big sign-up button, no prices mentioned
version 2 - big sign-up button, "just X cents a day"
version 3 - big sign-up button, "Membership $X"
and, not surprisingly, version 1 is getting 20% conversion, version 2 is %17, version 3 %14.
what do I do in that situation? Just go with the first version and accept a lot of the conversions are tire kickers wanting to see the price? Is the ultimate goal just to get as many visitors as possible onto that sign up page?
In such a case, you should go beyond the no. of sign ups & look at the actual number of sales gained through each kind of sign up.
As obvious, you will get more sign ups with the 1st version because no specific info has been provided on the cost. So, people might sign up out of curiosity.
However, true sales through such sign ups might not be as high as those through versions 2 & 3 (because they are providing the exact price data in the first go). So, people signing up through these versions will generate more actual sales than those signing up through version 1 because they have signed up after being aware of the price details.
So, you should compare the actual sales figures through these sign ups & then take a call.