The Impact of Team-Specific Homepage Images: What Asana Learned

🧪 A/B Tests

Asana Creative Test: Team-Specific Homepage Images

Asana wanted to see which type of imagery on their homepage would work best to convince people to try their product. They tested two different kinds of images: one with people using the product in an office, and another showing off different parts of the product and how it can help different teams like marketing, sales, IT, and so on.

Asana showed the team specific use-cases with a tabbed carousel. They tested two different designs for this carousel, because the design could impact whether visitors realize that the tabs are clickable.

Why might they have tested this?

It’s hard to create a single homepage hero image that captures all of the different ways that people use Asana. For example, a marketing team might use it to plan campaigns while a product team might use it to build a roadmap. Asana can be customized to look completely different based on how a team uses it. With so many different looks, what should visitors see when they land on the homepage?

One solution to this issue is to use a generic image, like a picture of people working on laptops in an office. This kind of image can represent any team, making it easy for anyone to imagine themselves in the picture.

This idea is similar to a technique used by Chipotle in a billboard ad. If you see a picture of a burrito wrapped in foil, you'll think of your favorite type of burrito: no matter whether you prefer black or pinto beans, steak or chicken. If you see a picture of a team working together in an office and you work in marketing, you will imagine that the team works in marketing just like you.

Another approach is to have different pictures on the homepage based on what team the person says they belong to. This way, each person will see how Asana can help their team specifically, which could make them more likely to buy it. But it's not guaranteed that they will click on the carousel to find their team's section, or even notice the carousel at all. And even if they do notice it, it might make them confused or overwhelmed — that's a lot of options to see at such an early stage.

Results

The results of the A/B test showed that the control hero image, which included a collage of people working together in an office, was more effective than the carousel of team-specific use cases.

👍 Pros:

• The image is generic, which makes it appealing to a wide range of visitors
• To-do list items overlaid on the image give a clear idea of the app's purpose
• Image shows a modern office, hinting that Asana would make their company more modern and efficient

👎 Cons:

• Not personalized for individual teams, which might make it hard for visitors to see how the product would specifically benefit them
• Doesn't show the different functional areas that Asana can support, which might make it hard for exec-level decision-makers to see the full scope of the product

Takeaway

When users are first learning about a product, it might be too much to ask them to pick which use case is best for them. Instead, it can be helpful to create separate landing pages for different teams, based on how they use the product. This way, users can see how the product would work for them specifically. And to make it easy, those team pages should be easy to find from the homepage.

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