Making a cleaner more visual homepage

37Signals
Productivity, Software (SAAS)
Home
Focus, Usability
May 2010
+14%
clicks
Control
Control A
Variation
Variation B
Basecamp wanted to redesign its homepage. The concern was that the benefits and features where not communicated clearly enough.

Hypothesis

 A more visuals, less text, and a generally simpler and less dense presentation of the product will lead to more signups

Results

The redesign resulted in 14% more click throughs to the signup page. Note that unfortunately no data is available on the actual signups after the click.

Learnings

A simple, less cluttered and more visual design invites more people to click. Note that this case study was conducted in 2010 and the current Basecamp homepage is even more clean.