Size-focused headline and testimonials with unit counts: +22% sign-ups
Commentary byLiftArchiveOur analysis, not theirsBuildium rewrote its homepage headline and added each customer's unit count to its testimonials, and the best version lifted free trial conversions by 22%.
Buildium's own team ran the test, published as a VWO case study.
Three elements changed together, so the result belongs to the package, not to one change.
- Free trial conversions (trial form submits plus trial CTA clicks): +22% for the best subhead, which named small, medium and large companies.
- All three variants beat the control. That suggests the shared changes, not one subhead, did most of the work.
The change
New size-focused headline, subhead and testimonials labelled with unit counts
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A homepage section headed 'Proof, meet pudding', with a subhead about 8,000 happy customers. Testimonials below did not mention how many units each customer managed.
Variant
A new headline, 'Whatever your size, Buildium is the perfect fit', and testimonials that showed each customer's unit count and spoke to benefits for that size. Three versions with different subheads were tested.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Competitors had cast Buildium as a tool for small property managers. Showing unit counts gave larger managers proof it fits them too.
- The winning subhead set up the three testimonials as small, medium and large. Visitors could quickly find a customer like themselves.
- 'Proof, meet pudding' is clever but vague. The new headline said plainly who the product is for.
Caveats: Headline, subhead and testimonials changed together, so no single element gets the credit. Sample size, duration and confidence were not shared.
Who ran it
Buildium ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Buildium →
How to run this test on your site
- Hypothesis
- If we label each testimonial with the customer's size (for example seats or units) and say we fit any size, then more visitors will start a trial, because they can see a customer like them.
- Primary metric
- Free trial sign-ups
- Guardrails
- Trial-to-paid conversion
- Share of sign-ups by company size
- Demo requests
- Who should test it
- B2B SaaS that serves several customer sizes but is seen as fitting only one. Less useful if you target a single segment on purpose.
Questions
Should testimonials show the customer's company size?
In Buildium's test, testimonials labelled with unit counts were part of a change that lifted trial sign-ups by 22%.
It helps prospects find a customer like themselves.
How do I fix the perception that my SaaS is only for small companies?
Show proof from larger customers and say plainly that you fit any size. Buildium did both on its homepage.
Is it OK to change several things in one A/B test?
Yes, if you want to test a whole message.
You just can't tell which part caused the result, as Buildium noted.