Emphasize painpoint vs convenience in headline

Carelogger
Health, Software (SAAS)
Home
Persuasion, Relevancy
May 2010
+31%
signups

+31%

A
B
Control
Control A
Variation
Variation B
Carelogger is a tool for diabetics that tracks different diabetes health metrics. The personal logbooks for patients are free. Business accounts allow doctors to monitor sereral patients and are paid. The company wanted to increase the number of signups for their tool on their homepage.

Hypothesis

 Emphasizing the most important benefit ‘maintaining optimal health’ as opposed to lesser benefit will increase the number of signups

Learnings

Indeed the number of free signups increased by 31%. ‘People weren’t looking for our software because it was easier than what they currently do. They wanted better insight into their illness so they can stay as healthy as possible.’

Company Carelogger
Market Health, Software (SAAS)
Test data
Test element Headline
Page Home
Conversion principle Persuasion, Relevancy
Result +31% signups

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