Background One of the tasks we had was to rethink the landing page, as part of the growth funnel initiatives. This was a second approach, as the initial test of different messaging didn't bear fruit. I came up both with the concept of the test, as well as the copywriting and designs.

Fig. 1: Previous landing page featured different messages at different times, but stayed largely the same.

Concept The landing page is seen by people who click on invite links sent to them by their friends. I've always thought of this page as redundant as it creates unnecessary churn: in an ideal scenario, the users would be sent directly to Appstore or Playstore. However, this page is a technical necessity, and so had to be in place.

The idea to test that I came up was to not introduce any new narratives on this page. The invitee would have already seen an invite message that comes with friend's invite, and so the landing page should just try to be as little obstruction as possible. Hence the 5 designs below either talked about facts, or featured no text at all.

Solutions prepared for testing

Fig. 2: "Lightweight" invite pages

Winning variant

There were two variants that showed statistically significant conversion increases as compared to the default option — namely, the latter two in the series of options above. The uplift in the number of conversions at this stage of the funnel was 2 percentage points for both designs. The version that was ultimately deployed is shown below, as voted by the Growth team.

Fig. 3: Winning option that was deployed