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Pro tip: tracking down why we lost 30% of our signups led me to a dumb simple fix
About four months ago our email signup rate on the site dropped off a cliff and I could not figure out why. We had just moved to a new form builder to save money, around $40 a month compared to what we were paying, and I figured that was unrelated since it looked fine on my screen. I tried everything: A/B testing the button color, rewriting the headline twice, even paying a freelancer $300 to audit our landing page. Nothing moved the number. Then my cousin, who runs a small print shop in Akron, glanced at it on his phone during a cookout and said the form did not even show up for him until he turned his phone sideways. Turns out the new builder had a mobile width bug and most of our traffic is mobile, so 3 out of 10 people literally could not see the field to type their email. We swapped back to the old builder and signups came back within two weeks. I still feel silly for spending money on tests before just asking someone to pull it up on their phone. Has anyone else had a tool break something quietly like that?
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