Case Study: Uncommon Knowledge achieves 19.55% increase in sign-ups with VWO

Uncommon Knowledge Tested Their Sign-Up Page To Receive Unexpected Results

Uncommon Knowledge, a Scotland‑based trainer of psychologists, therapists and the public, wanted to boost sign‑ups for a free 3‑video trauma treatment pack ahead of a product launch. They used VWO to test optimization opportunities on their WordPress sign‑up page to capture first name and email addresses.

Using VWO, Uncommon Knowledge ran an A/B test comparing the original landing page with a simplified, trendier variation; the original page produced 19.55% more sign‑ups with 99.99% statistical significance. The VWO test showed measurable impact and valuable insight: the company’s older, less tech‑savvy audience responded better to the original design and credibility cues (like founder Mark Tyrrell’s photo), highlighting that audience‑focused design trumped following modern trends.

Uncommon Knowledge

Mark Tyrrell

Co-Founder