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.

Company 37Signals
Market Productivity, Software (SAAS)
Test data
Test element Redesign
Page Home
Conversion principle Focus, Usability
Result +14% clicks

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