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.
