Case Study: Highrise (Basecamp) Signups Boost
The Challenge: Boosting User Acquisition for CRM Software
Highrise, a product from Basecamp (formerly 37signals), aimed to increase user signups for their CRM tool. Like many B2B companies, they sought effective ways to optimize their landing page to convert more website visitors into valuable leads and customers.
The A/B Test: Visual Impact on Conversion Rates
Highrise conducted a focused A/B test (also known as a split test) focusing on a key visual element of their landing page design. The primary variable was the main hero image displayed prominently on the page:
- Control Version: A previous design (details not explicitly stated in source, but implied to be less personal or illustrative, common in earlier B2B website design).
- Variant Version: A large, prominent image of a smiling woman. This introduced a direct human element to the user experience.
The hypothesis was that a more human and relatable visual could create a stronger emotional connection and build trust with potential users, thereby improving conversion rate optimization (CRO).
Key Takeaway & Actionable Recommendation: The Power of Human Connection in CRO
This A/B test case study vividly demonstrates the profound impact of human elements and emotional connection in online conversions. Even for business-focused products like a CRM, fostering trust and relatability through strategic visuals can significantly overcome traditional conversion barriers and enhance the user experience.
Recommendation: Evaluate your landing pages and key conversion touchpoints. Consider integrating authentic, high-quality images of people (especially smiling faces) that resonate with your target audience. Conduct A/B tests to measure how these visuals influence perceived trustworthiness and emotional engagement, as it can dramatically boost your signup rates and overall conversion performance, even in seemingly "dry" B2B industries.
