The Results of Our Own Home Page A/B Test

Did you notice our new home page?


We are constantly testing and fine-tuning our home page (we practice what we preach when we say perform A/B tests!) and this is the result of our latest project. Our goal was to pinpoint the best way to tell our story. In other words, how do we best layout our home page to benefit our users? Here are the steps we took to get to where we are today.

Step 1: Content Creation

We wrote some copy. Reviewed the copy internally. Wrote it again. Approved it internally. Laid it out in a simple template and presented it to users. Collected feedback. Repeated.

This might seem like a lot for Step 1 of the process, but it’s truly how we did it. We went through at least 8 variations of copy—all with different approaches on how we talk about our tools, what we do, and why you should use them. When something resonated with our test users (more on that below) we deemed it good enough to then tweak again for another test. Exhausting, isn’t it?

Step 2: Layout

Once we pinpointed the copy we wanted to use, we played around with possible design layouts.

We tried putting descriptions above the testimonials and below. We asked ourselves a lot of questions to help figure out what we needed to do. Did we want long scroll or have everything above the fold? Would video help tell the story or distract from the focus? Do colored buttons matter or are text links enough? Where should we place the call-to-action buttons?

We tested multiple layouts (as I am sure you can imagine) until we found one that allowed us to get the best response from our users.


Step 3: Users Tests

Outside of testing our actual home page, and showing a different message and layout to visitors, we also used a site It cost a little bit of money, but the responses and feedback are genuine and really allow you to get a great pulse on how your visitors act when they’re on your site. You can see video of them interacting on your site and hear their questions during the process.

Step 4: Finalize the Design

Once we collected and analyzed responses, we sliced and diced design and content to pull it all together. This is where we put more time into copy and design. Everything we had learned up to that point played a role in the UX of the new home page.

Below is the result—or better yet, see it in action!


We’re thrilled with how it came out, and we hope you guys love it too. That’s not to say we we won’t run more tests—because we will. We know you can never stop learning. Even though this home page may have tested the best against our past designs, it doesn’t hurt to run another round of testing to uncover even more of what we can be doing.

So, in the spirit of collecting feedback, let us know what you think!