Redesiging the homepage with more prominent download CTA

May 2011
 AB TestControl and variation


Dowce is a desktop software tool to capture screenshots.  The tool allows you to select a part of the screen and easily share the screenshot. To increase the number of downloads a homepage redesign was tested.


 Redesigning the homepage (moving CTA, changing headline, adding bullets a USP), will increase the number of software downloads. 


Following was changed in the variation mainly improving clarity:

  • removed the call to action from the header in order to focus visitors on our main call to action in the body
  • improved the headline
  • added bullets points with improved value proposition
  • improved the call to action (bigger and more visible)
  • improved the layout, by dividing the sections so it is easier to scan the page


The variation increased conversions by 25% (98% significance).

Test Visitors Conversions CR Change
Control 1974 162 8,2%
Variation 1963 201 10,2% 24,8%


With this many changes it is difficult to make any general conclusions.
The new design is more in line with general practices though:

  • The Call to Action is standing more and is designed more like a button
  • The location of the call to action is also better -> after the value proposition (not in the header)
  • The value proposition is explained more clearly with bullets and bold font for specific advantages

Test details

Test element Redesign
Page type Home
Test date May 2011

Website information

Company Dowce
Market Productivity, Software (SAAS)
Test result
Test element Redesign
Page Home
Result +25% downloads

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