Behind the scenes: Highrise marketing site A/B testing part 1

Most interesting that signups increased despite the only route to sign-up being 'below the fold' - users didn't mind scrolling through the whole thing to see the call-to-action.

Some gaze plots on Nielsen's site show people only allocate 20% of their attention 'below the fold'* http://www.useit.com/alertbox/scrolling-attention.html

* yes, I hate typing that phrase!

The biggest difference that I noticed is how much more clearly the sales letter describes what Highrise does. It also does a better job of explaining how it benefits users.

From a design perspective, I'm really impressed with how they managed to adopt the sales letter format without it seeming spammy/scammy. A lot of that probably has to do with the typography.