Crazy Egg has been helping people achieve better website conversions for almost 10 years now. Being that they are a company that sells tools to test your website,...View More it makes sense that they would test their own website on a regular basis. Below, I've profiled Crazy Egg's main homepage variations from 2013 to the present (2015). There are some obvious changes they made that you can draw from & use in your own testing. Go through the annotations & read through the key takeaways at the bottom to better understand how they adapted each of their layouts.
How Crazy Egg Tested Their Homepage (2013-2015) Swiped in June 2015 Ran 2013-2015
The biggest & most significant variation in the first example was switching from multiple (stationary) call-to-action buttons to a sticky call-to-action form that stays at the top as the user scrolls. This is often better than multiple CTAs because in this case, it's always visible to the user. Therefore, multiple buttons aren't needed. It's more about the presentation than the quantity.
They also ditched the pricing table that was at the bottom of the home page. The pricing was likely presented a bit too soon, deterring more users from taking an initial step forward.
Crazy Egg boldly went from a long sales page to a very basic squeeze-page type homepage. It was a very bold move & must've paid off as it ran for 8 months.
The bold move they made represents the radical changes you sometimes should take in order to see a big change. It's risky, but making a major change has more potential for a big payoff than making a few minor changes.
Notice how they continued to use the social proof element with company logos. Clearly, they considered this an important & influential element.
The latest redesign which has been running since early 2015 represents recent design trends with lots of space, subtle text & flat colors.
The "Log In With Google" button text is language they've been using for a long time with sister company, Kissmetrics, and is likely working because the language is more subtle and Google is trustworthy.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of crazyegg.com below.