Shortening the homepage and reducing options

Dailyburn
Health, Software (SAAS)
Home
Remove choices, Usability
December 2009
+20%
signups

+20%

A
B
Control
Control A
Variation
Variation B
Gyminee (currently named DailyBurn) is a diet and exercise tracking site. Tim Ferris (author of the Four Hour Workweek) is an investor in the company and published this test in 2009.

The team thought the the homepage was too busy with too many possible actions to take: they counted 25 possible click options above the fold for a visitor.

Hypothesis

 Simplifying the homepage and reducing the number of above the fold options will lead to higher conversions

Results

The test was run twice – both indicating that the simplified version is the clear winner with an average lift of 20%.

Test Conversions Change
A 24.4%
B 29.6% 21.1%
Test Conversions Change
A 18.9%
B 22.7% 19.8%

Learnings

Reducing the number of options from 25 (!) to only 5 helps guiding the visitor to the desired action. Note that Tim did a follow up test to completely redesign the homepage again (see related case).


Source: 
Company Dailyburn
Market Health, Software (SAAS)
Test data
Test element Redesign
Page Home
Conversion principle Remove choices, Usability
Result +20% signups

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