Mobile Landing Page Optimisation Increased Registration Rate by 28%

The Approach

I designed and delivered a controlled A/B experiment targeting 50% of all mobile acquisition traffic.

The test compared:

Control

• Existing landing page with promotional sports imagery

Variation

• Removed the hero image entirely
• Kept the same offer and messaging
• Brought the call 2 action and registration steps higher on the page
• Reduced visual distractions

The success criteria focused on improving:

• Visitor > click rate
• Visitor > registration conversion
• First Time Depositor (FTD) conversion
• Bounce rate
• Engagement with key page elements

Key Learnings

Removing unnecessary visual content reduced friction.

Visitors focused more quickly on the offer and primary call / action instead of spending time interpreting promotional imagery.

The experiment also highlighted an important behavioural insight:

While the cleaner page encouraged more users to begin the registration journey, users who viewed the three step guidance converted at a higher rate after clicking. This demonstrated that visual simplicity should be balanced with providing enough information to give users confidence about what happens next.

Business Impact

The experiment demonstrated that improving user experience doesn’t always require adding more content.

Sometimes removing unnecessary elements can produce a larger commercial impact than introducing new creative.

The findings influenced future landing page design by prioritising:

• Clearer messaging
• Stronger visual hierarchy
• Reduced cognitive load
• Faster access to the primary conversion action