How Sleuth increased engineering leader conversions by 42%
Case study
3 minutes
Aug 10, 2025
Aug 10, 2025
The challenge
Sleuth, a developer productivity tool, noticed a worrying pattern: lots of landing page traffic, but poor sign-ups from engineering leaders, their most valuable audience. Their existing page led with abstract metaphors about "engineering transformation", but what CTOs wanted was proof it would drive measurable business outcomes.
The solution approach
Using Gins AI, Sleuth tested 2 new landing page versions with a panel of senior engineering leaders, from VPs to CTOs managing 100+ developers. This structured experiment allowed them to directly compare how their target audience responded to different messaging approaches.
Implementation
The test compared three distinct variants:
Variant 1 (control): Original transformation-focused messaging
Variant 2: ROI and measurement-focused content
Variant 3: Alternative approach with different visual elements
Each variant was evaluated by the engineering leader panel, providing both quantitative ratings and qualitative feedback on what resonated most effectively.
Results
The clear winner emerged from the data: measurement messaging beats transformation narratives. With Gins AI, Sleuth turned qualitative feedback into quantitative confidence and redesigned their landing page to speak the language of engineering leaders.
Specific outcomes included:
ROI-linked messaging increased CTA conversion likelihood by +42%
Low-friction CTA ("Start measuring now") performed 2x better than gated demos
Audience feedback revealed a consistent theme: "Make it obvious how this helps me prove value to my CFO"
Key insights
The test revealed several critical insights that transformed Sleuth's approach to engaging engineering leaders:
In a market where engineering leaders need to prove ROI, Sleuth's most effective messaging isn't about transformation — it's about measurement.
Clear outcomes + low-friction entry = conversion wins
Direct measurement messaging drives action
Low-friction CTAs matter significantly for this audience
Business & technical balance wins with senior engineering leaders
Simplified visual hierarchy reduces cognitive load
How Sleuth increased engineering leader conversions by 42%
Case study
3 minutes
Aug 10, 2025
The challenge
Sleuth, a developer productivity tool, noticed a worrying pattern: lots of landing page traffic, but poor sign-ups from engineering leaders, their most valuable audience. Their existing page led with abstract metaphors about "engineering transformation", but what CTOs wanted was proof it would drive measurable business outcomes.
The solution approach
Using Gins AI, Sleuth tested 2 new landing page versions with a panel of senior engineering leaders, from VPs to CTOs managing 100+ developers. This structured experiment allowed them to directly compare how their target audience responded to different messaging approaches.
Implementation
The test compared three distinct variants:
Variant 1 (control): Original transformation-focused messaging
Variant 2: ROI and measurement-focused content
Variant 3: Alternative approach with different visual elements
Each variant was evaluated by the engineering leader panel, providing both quantitative ratings and qualitative feedback on what resonated most effectively.
Results
The clear winner emerged from the data: measurement messaging beats transformation narratives. With Gins AI, Sleuth turned qualitative feedback into quantitative confidence and redesigned their landing page to speak the language of engineering leaders.
Specific outcomes included:
ROI-linked messaging increased CTA conversion likelihood by +42%
Low-friction CTA ("Start measuring now") performed 2x better than gated demos
Audience feedback revealed a consistent theme: "Make it obvious how this helps me prove value to my CFO"
Key insights
The test revealed several critical insights that transformed Sleuth's approach to engaging engineering leaders:
In a market where engineering leaders need to prove ROI, Sleuth's most effective messaging isn't about transformation — it's about measurement.
Clear outcomes + low-friction entry = conversion wins
Direct measurement messaging drives action
Low-friction CTAs matter significantly for this audience
Business & technical balance wins with senior engineering leaders
Simplified visual hierarchy reduces cognitive load