Redesigning Care.com’s homepage
Hypotheses: Adding content below the fold will make users more likely to convert to basic or premium membership.
Key Research Insights: An unmoderated comparative study with 12 users expressed that they were:
easily overwhelmed with dense content blocks.
Put at ease by any mention of “background checks.”
and captivated by our different care solutions.
Results: The VHP (visitor homepage) yielded a +9.6% lift in visitor to basic provider and for non-member visitor traffic. Additionally, both Visitor-Basic and Visitor-Premium trended positively, +1.8% and +6.5% respectively.
BEFORE
Execution: Lean into use case verticals, differentiate with our background-checked vetting process and communicate our value with direct headlines and simple explanatory copy.
AFTER
