Ship the version people choose.
INSIDEA designed this homepage for an A/B testing platform for subscription apps. Twinlane is a fictional brand, so the names, people and numbers on the page are invented.
- Industry
- Software and SaaS
- Typeface
- Belanosima
An experimentation platform that runs A/B tests on the paywalls, onboarding and pricing screens of subscription apps, with a homepage that gets growth teams to plan a first test: cream, deep plum, tangerine and violet, a bold rounded display face and an off-grid collage of either-or photos.
The brief
Growth teams argue about paywalls for weeks, then stop tests early and ship false winners. The page must help them size a test before it starts, with the people and days it needs, and get them to plan their first one.
The direction
Bright and playful, with chunky type and slightly tilted tiles on cream. The first screen is a photo collage: a tangerine tile carrying the headline sits beside three photos of either-or moments, a phone on a morning train, two coffees and two piles of paint swatches, with one violet Plan a test button below.
The detail
The planner needs 39,475 people per version, 78,950 in all, and the October readout's 42,061 and 41,939 people make its 84,000, with trial starts rising from 4.00% to 4.47%. The page openly admits that 58% of tests ended with no clear winner.
- Display
- Belanosima
- Text
- Figtree
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