All there was was a headline of what the thing was that you could sign up for and then the sign-up button.
We realized that if you were clicking on that, you were clicking on it because you’ve already semi-experienced the widget and you’re clicking on it because you want to know more about that exact experience — probably because you want to put it on your website too. And so on the page that people would arrive, we A/B tested the homepage versus a completely stripped out version of the website where there was no header, or footer. All there was was a headline of what the thing was that you could sign up for and then the sign-up button. And we saw a threefold increase in the conversion rate, because it enabled us to help the lead not get lost in the website but instead help them on the path that they already wanted to go down.