← CONTENT DESIGN
CASE STUDY — 04
Redesigning Care.com's homepage
Adding content below the fold will make users more likely to convert to basic or premium membership.
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.
Lean into use case verticals, differentiate with our background-checked vetting process and communicate our value with direct headlines and simple explanatory copy.
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.