Should you include or lose the extra step on your subscription form?

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Can You Guess Which Test Won?

With or without the subscription step?

With subscription selection step

version_a-with_certification_step

Without subscription selection step

version_b2-without_certification_step

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Difference Between Versions:

Version A – Product page that led shoppers to a subscription selection option before the cart page
Version B – Exact same pages but without the subscription selection step in the middle

Key Performance Indicator (KPI):

Revenue

Test Goal:

Increase online book purchases

Traffic Source:

All traffic: direct, search, referral, organic, paid, affiliate, email, and social

Audience:

Shoppers interested in purchasing law books

Organization:

Thomson Reuters Legal: the book store branch of the news and research provider

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