Secret Escapes has now been running over 5 years. In that time it has changed dramatically; what was initially a small startup run out of a basement in Clerkenwell has now become a 250+ people organisation with websites and offices spanning Europe and the USA.
The website has changed equally as quickly, undergoing multiple iterations through A/B and MVT testing. Here’s a look at the sign-up pages through the years:
2011
One of our earlier sign up pages, circa 2011
A agency created landing page, which we A/B tested (it lost). Since this all designs are carried out in-house.
2012
Our earlier tests focussed heavily on changing text and copy of the page
2013
2013 saw the “hero image” trend popularised in sign-up pages. We implemented this, and it ran as the basis of our page for around a year.
2014
In 2014 we looked to refresh, and update the page with a switch to Open Sans. It also saw the launch of our German and Swedish sites.
2015
In 2015, we’ve iterated on the 2014 design, but have moved the sign-up box to the left and updated the background image to be very similar to that of the app
2016
In 2016, we moved the sign-up box back to the centre and included a slideshow in the background.
Several of our current sales were also added to the background.