# Size-focused headline and testimonials with unit counts: +22% sign-ups

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Testimonials, Headline, Social proof, authority & press
- Test run by: [Buildium](https://liftarchive.com/practitioners/buildium/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/buildium/
- Page: https://liftarchive.com/test/buildium-homepage-testimonials-unit-count/

Buildium 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.

## Result

**+22% sign-ups**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Trial-to-paid conversion
- Guardrail: Share of sign-ups by company size
- Guardrail: 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.

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Credit: Buildium ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/buildium-homepage-testimonials-unit-count/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.