The Guardian was getting a lot of visitors, but the majority weren't registering.

So, they ran an A/B test where they tested their CTA area.

In the control variant, they had two options:

• "Sign in to the Guardian" – which didn't have any perceived value.

• "Start reading" – why do I have to sign in if I can just continue reading?

So, in one variation, they removed "start reading" altogether, and the "continue" button now was sending people to the old sign-in page.

Result?

80% increase in registrations and sign-ins.

So if you want to copy this test focus on your CTA area.

• Are you giving your visitors too many options?

• Is your Call to Action value-driven?

• Are you highlighting the benefits of why they have to take their actions?

Thanks for reading,

Growth Catalyst Club