Among 857 visitors over 25 days, keeping the event’s start time in the headline drew 35.36% to the welcome page, versus 32.33% for a date alone. This prerecorded-event test favored the time-specific version with an 82.15% historical win probability; welcome-page views were an opt-in proxy, not verified attendance. Retest the message with replay availability stated clearly, rather than implying that everyone must watch at the advertised hour.
The same date, with or without a time
The opt-in page promoted a five-day challenge. Control showed a date and start time; treatment kept the date and removed the time. A feature flag and custom script switched the text, while welcome-page views served as the opt-in proxy.
We thought removing the time might make the offer feel easier to attend. Someone who could not make that hour might otherwise leave before learning that the recording was available.
Results after 25 days
| Measure | Exact-time control | Date-only treatment |
|---|---|---|
| Welcome-page conversion rate | 35.36% | 32.33% |
| Historical win probability | 82.15% | 17.85% |
The rounded rates differ by 3.03 percentage points; the historical relative decline for the time-removed version is 8.59%. This is a directional lead for the time-specific version, worth testing with clearer replay copy.
Welcome-page views are a proxy, rather than verified registrations, so this result does not establish an improvement in attendance or purchases.
Why might the exact time help?
A time might make an event easier to picture or give the visitor a concrete plan. That is a follow-up hypothesis; we did not measure commitment, clarity or decision fatigue. For broader relevance, our relatability test builds a section from applicants’ language and compares its placement.
Make replay availability clear
Participants could watch the prerecorded webinar at other times. If the headline implies that attendance is required at the advertised hour, the page can create a false constraint even if that phrasing increases initial opt-ins. Conversion rate does not override the obligation to describe the experience accurately.
A clearer follow-up would compare a scheduled-start message that explicitly includes replay access with a date-only or on-demand message. Keep the underlying availability identical, label the timezone, and measure registration, actual viewing time, completion and downstream conversion.
Verify registration and run the comparison
Verify that a welcome-page view follows a valid registration.
For broader message comparisons, see our headline tests; the webinar timing tests cover waiting rooms and session scheduling. To run the headline comparison, follow the PostHog experiment guide.