# Hubstaff homepage redesign: +49% visitor-to-trial conversion

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Redesign, Positioning, Features
- Date shared: 2021
- Test run by: [Hubstaff](https://liftarchive.com/practitioners/hubstaff/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/hubstaff/
- Page: https://liftarchive.com/test/hubstaff-homepage-redesign/

A full redesign of Hubstaff's homepage raised visitor-to-trial conversion by 49%. Hubstaff, a time tracking and workforce management software company, ran this split URL test for three months with 259k visitors, and it was published as a VWO case study. It was a full redesign, so the lift comes from the whole page, not one element, and trial-to-paid conversion dipped 7%.

## Result

**+49% visitor-to-trial conversion**

- Visitor-to-trial conversion: +49%, the main goal.
- Hero email form submissions: +34%.
- On-page clicks: -6% and pricing page views: -3%. Fewer clicks alongside more trials suggests a more direct path, not lost interest.
- Trial-to-paid conversion: -7%. The team said the in-app experience was the same for both versions and other analytics showed paid subscriptions were not affected.

## Control

Hubstaff's long-running homepage, which had only seen small changes over the years.

## Variant

A completely redesigned homepage that put the company's broader positioning and newest features up front, with an email sign-up form in the hero.

## Why it likely won (our reading)

- Leading with current positioning and features likely helped visitors see the product fit their team faster.
- An email field in the hero let visitors start a trial without hunting for a button.
- A fresh layout and order of copy may have cut out older content that no longer matched the product.

## Caveats

Full redesign: many changes shipped together, so no single change can be credited. Trial-to-paid fell 7%, which the team put down to factors outside the homepage. The test is from around 2021.

## How to run this test

- Hypothesis: If we redesign the homepage around our current positioning and newest features with an email form in the hero, then more visitors will start a trial because they see the fit sooner and can sign up in one step.
- Primary metric: Visitor-to-trial conversion
- Guardrail: Trial-to-paid conversion
- Guardrail: Organic traffic to the homepage
- Guardrail: Pricing page views
- Who should test it: SaaS companies with high homepage traffic whose product has outgrown the old page. With low traffic or little design capacity, test single sections first, because a redesign takes months and can't tell you which part worked.

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Credit: Hubstaff ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/hubstaff-homepage-redesign/).
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.