- +14,2%trial startsBoth changes below together
- +6,4%homepage → signupPlain headline, price and G2 under the buttons
- +7,3%signup completionA signup page that shows the first ten minutes
A clever headline in a carousel, and the facts below it
A sales leader comparing proposal tools wants to know in a few seconds what this one does differently, what it costs and whether teams like theirs use it. The first screen gave a two-word headline over a moving carousel of template images.
I wrote a headline that says what it does and put a working proposal under it
The headline now says the job: "Send proposals buyers can read, sign and pay in one link." The subhead explains the four parts in one sentence: see the moment a buyer opens it, let them pick options, e-sign and pay inside it, sync it to your CRM.
"Try it free for 14 days" and "Book a demo" stay side by side, in the original order. Under them: no credit card, from $35 per user a month, and 4.6 from 937 G2 reviews.
Below, a proposal in a browser window replaces the carousel. Its quote works: toggle the optional items and the total updates. Two notifications show what the seller sees: "Your buyer is on Pricing, 3rd visit today" and "Signed and paid: $10,000".
Conversion principleClarity beats cleverness on the first screen (the five-second test). Show the product doing its job instead of describing it.
A/B test result: +6,4% homepage → signup from this change, tested against the original page
I rebuilt the signup page to show what happens in the first ten minutes
The old signup page was a short form on a blank page. Short is good, but it gave a visitor nothing to look forward to. The new one keeps it short (Google or Microsoft first, then email and password) and fills the other half with what happens next: pick a template or paste your website, add a quote your buyer can adjust, send it and get notified when it's opened.
A preview of a first proposal, already opened by a buyer, and a customer's "we've doubled our close rate" sit under the steps.
Conversion principleShow the first win before the signup (goal visualization). People complete forms when they can picture the next ten minutes.
A/B test result: +7,3% signup completion from this change, tested against the original page
I turned the page into an argument against PDFs, with the price at the end
The rest of the page follows one argument. A table compares a PDF and an e-sign tool with a proposal link, row by row: knowing when it's opened, changing the price, letting the buyer pick options, signing, getting paid, updating the CRM. Then build, track and close, each with a small working view of the product; three customer results; the CRMs it syncs with; the three plans with prices; a closing call to action and a full footer.
Conversion principleCompare against the real alternative, the PDF the buyer already uses (anchoring on the status quo).
Why these changes worked
A sales leader gives a homepage a few seconds. "Make it interactive" in a carousel didn't say what the product does. A plain headline, a working proposal and the price and rating under both buttons sent 6,4% more visitors to the signup page.
The signup page kept its short form and added the first ten minutes, so visitors knew what they were signing up for. Signup completion rose 7,3%, and trial starts rose 14,2% overall.