The company took to testing in order to increase the number of account sign-ups from the home page.
The original home page of TheHOTH website had a video and a sign-up form (above the fold), customer logos, testimonials as well as other necessary and good-to-have elements. The site was getting a decent amount of traffic on their home page, but conversions were quite low. Changes to their headline and other elements of the page did not make a significant difference.
This what the original home page looked like:
A study of their historical sign-ups revealed that most of their sign-ups came from from referrals, word-of-mouth, and direct search. This data point meant that most visitors to their website were already familiar with the brand and the company’s services. This triggered the hypothesis that that eliminating everything from the home page except the sign-up form would increase conversion of visitors to account sign-ups.
Traffic was split across the 2 versions of the home page—the original and the minimalist home page with only the sign-up form. The test ran for 30 days and close to 3,000 visitors became a part of the test.
Result: The minimalist home page increased account sign-ups for TheHOTH from a low 1.39% to 13.13%.
So why did the minimalist home page work for TheHOTH?
A minimalist home page poses challenges too:
It would be interesting to see the results of a variation that has a testimonial along with the sign-up form on the left (something like what is shown below).
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