Company Claims

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Landing pages that communicate company offers need to clearly explain value while motivating users to act. For product designers and managers, the challenge is ensuring that claims are credible, trustworthy, and easy to understand.

Company Claims Testing uses a design stack of UX metrics: success, engagement, comprehension, and sentiment to measure how effectively the page communicates its promises. This approach replaces subjective opinions with measurable insights.

With these findings, designers and managers can make informed design decisions, prioritize improvements, and demonstrate the impact of changes on business outcomes. For example, testing HelloFresh’s membership offer landing page showed high comprehension but weak engagement, highlighting where content and calls to action needed adjustment to increase conversions.

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Define Goals for Your Company Claims Test

A company’s claims should balance user needs like credibility, clarity, and relevance with business goals such as trust-building, differentiation, and conversion. Testing claims ensures they resonate with audiences and align with organizational goals.

Audience

To define user needs, you first need to establish who your audience is. In the case of our HelloFresh example, we targeted home cookers and primary grocer shoppers.

User Needs

As a customer evaluating company claims, the five most important needs would be:

1. Claims should be believable, backed up with proof, and not exaggerated. (Claims should be Credible)

2. Claims should express benefits that matter to the customer’s goals or challenges. (Claims should be Valuable)

3. Claims should clarify what sets the company apart and guide understanding. (Claims should be Insightful)

4. Claims should reflect the company’s behavior and track record, not just marketing spin. (Claims should be Trustworthy)

5. Claims should represent outcomes or qualities that customers actually want. (Claims should be Desirable)

These five ensure company claims feel honest, relevant, and motivating, helping customers connect with the brand’s promise.

Business Goals

Here are the five most important business goals for company claims:

1. Build Brand Trust – Strengthen credibility with customers, investors, and partners through consistent messaging.

2. Differentiate from Competitors – Clearly show how the company stands apart in a crowded marketplace.

3. Drive Conversions – Use compelling claims to move customers toward sign-ups, purchases, or partnerships.

4. Align Brand Messaging – Ensure all communications (ads, website, sales, support) reinforce the same claims.

5. Support Long-Term Positioning – Create claims that not only work today but also sustain the company’s reputation over time.

These goals help the business win trust, capture attention, and drive meaningful customer action through strong, believable claims.

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Choose Metrics to Test Your Company Claims

For HelloFresh’s company claims test, a design stack of four UX metrics was chosen to measure how well the landing page communicates and supports its membership offer. This stack — Success, Engagement, Comprehension, and Sentiment — was established by mapping user needs directly to measurable outcomes:

• Credible → Success

  Visitors should feel confident that the claim is believable and actionable. Success measures whether users can act on the offer, such as signing up or claiming free meals, without hesitation.

• Valuable → Engagement

  The claim should motivate users to explore further. Engagement evaluates whether participants interact with elements tied to the offer, like CTAs or promotional details.

• Insightful → Comprehension

  Users need to clearly understand what the claim means and how it works. Comprehension captures whether participants grasp the details of the membership offer.

• Trustworthy & Desirable → Sentiment

  The claim should feel inspiring and reliable, building trust while sparking positive emotion. Sentiment measures whether participants associate the claim with feelings like trustworthy, exciting, or overwhelming.

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Establish Hunches to Direct Your Testing

When evaluating a landing page’s company claims, the goal is to uncover whether the offer feels believable, clear, and motivating. By starting with hunches about potential weaknesses or missed opportunities, we can frame questions to test how users interpret and respond to those claims.

Example: HelloFresh Membership Offer Page

<table xmlns="http://www.w3.org/1999/xhtml" style="min-width: 75px;"><colgroup><col style="min-width: 25px;"><col style="min-width: 25px;"><col style="min-width: 25px;"></colgroup><tbody><tr><th colspan="1" rowspan="1"><p>Hunch</p></th><th colspan="1" rowspan="1"><p>Question</p></th><th colspan="1" rowspan="1"><p>UX Metric</p></th></tr><tr><td colspan="1" rowspan="1"><p>The “Free Meals” offer may confuse visitors—users may not clearly understand how the free meals promotion actually works.</p></td><td colspan="1" rowspan="1"><p>“How would you describe the ‘Free Meals’ offer in your own words?”</p><p></p></td><td colspan="1" rowspan="1"><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://glare.helio.app/define/ux-metrics/behavioral-metrics/comprehension">Comprehension</a></p></td></tr><tr><td colspan="1" rowspan="1"><p>The “Get Free Meals” CTA at the bottom of the page may be too weak or buried, leading to low engagement.</p></td><td colspan="1" rowspan="1"><p>“Where would you click first if you wanted to take advantage of this offer?”</p><p></p></td><td colspan="1" rowspan="1"><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://glare.helio.app/define/ux-metrics/behavioral-metrics/engagement">Engagement</a></p></td></tr><tr><td colspan="1" rowspan="1"><p>The heavy use of bright food imagery makes the page visually engaging, but may overwhelm visitors and distract from evaluating the actual value of the offer.</p></td><td colspan="1" rowspan="1"><p>“Do the images on this page make the offer feel more or less appealing? Why?”</p></td><td colspan="1" rowspan="1"><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://glare.helio.app/define/ux-metrics/attitudinal-metrics/sentiment">Sentiment</a></p></td></tr><tr><td colspan="1" rowspan="1"><p>The claims around flexibility and weekly menus sound valuable but may feel too generic compared to competitors, reducing differentiation.</p></td><td colspan="1" rowspan="1"><p>“What stands out to you about HelloFresh’s offer compared to other meal kit services?”</p></td><td colspan="1" rowspan="1"><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://glare.helio.app/define/ux-metrics/behavioral-metrics/success">Success</a></p></td></tr><tr><td colspan="1" rowspan="1"><p>The credibility of the claims (e.g., “flexible plans,” “easy cooking”) may not feel fully supported without proof points like customer testimonials or guarantees.</p></td><td colspan="1" rowspan="1"><p>“Does this page make HelloFresh feel trustworthy? What, if anything, would make it feel more credible?”</p></td><td colspan="1" rowspan="1"><p><a target="_blank" rel="noopener noreferrer nofollow" href="https://glare.helio.app/define/ux-metrics/attitudinal-metrics/sentiment">Sentiment</a></p></td></tr></tbody></table>

These hunches aim to validate whether HelloFresh’s claims come across as credible, valuable, insightful, trustworthy, and desirable, all key drivers of conversions and long-term positioning.

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Turn Hunches into Test Questions

Turning these metrics into participant questions transforms design assumptions into measurable signals. Each metric uses a specific question type paired with a clear example from HelloFresh’s offer page:

• Comprehension **(5-pt Likert scale)**

  Question type: Agreement scale.
Example: “I understand how the ‘Free Meals’ membership offer works.” (Strongly Disagree → Strongly Agree)

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• Engagement **(First-click test)**
Question type: Click test.

  Example: “Where would you click first if you were interested in signing up for this membership?”

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• Sentiment **(Multiple-choice impressions)**

  Question type: Impression checklist.

  Example: “Which of the following words best describe your impression of this page?”
 (Positive: Clear, Trustworthy, Exciting, Valuable. Negative: Confusing, Overwhelming, Misleading, Skeptical)

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• Success **(Click test directive)**
Question type: Task-based click test.

  Example: “Where would you click to learn the full details of the membership offer?”

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Calculate UX Metric Scores from User Feedback

We tested HelloFresh’s membership offer landing page with 100 home cooking participants, and their responses were converted into UX metric scores on a 0–100% scale. Each metric in the design stack was derived from survey questions and first-click tests, then benchmarked against this scoring scale:

• Very Good = 90% and above

• Good = 70%–89%

• Average = 50%–69%

• Poor = 30%–49%

• Very Poor = below 30%

Once the individual UX metric scores are calculated, the average of those scores are used to determine the overall score for the user experience.

HelloFresh’s Results:

• Engagement (56% — Average): User focus on key claims and CTAs was limited, with little first-click activity on the “Get Free Meals” call-to-action.

• Comprehension (82% — Good): Most users grasped the free meals offer, though open-ended feedback revealed confusion about the fine details of how it works.

• Sentiment (59% — Average): Feelings of curiosity were mixed with frustration and overwhelm, dragging sentiment down.

• Success (66% — Average): Some users successfully navigated subscription tasks, but friction slowed the process and reduced clarity in the conversion flow.

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These scores rolled up to an overall test score of 66% — Average. While HelloFresh’s claims are generally understood and partially persuasive, engagement and sentiment gaps weaken their ability to drive conversions and build brand trust. Addressing clarity in messaging and simplifying CTA presentation will be critical to raising performance into the Good range.

Click here to check out the raw survey data and UX metric scores for HelloFresh's membership offer.

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Draw Signals from Your Data Stack

Here’s how signals were surfaced from HelloFresh’s membership offer company claims test by following these five steps:

1. Focus on poorly scoring metrics

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   The Company Claims test surfaced weak engagement (56%) and low sentiment (59%), alongside only average loyalty (66%). Most strikingly, the ‘Get Free Meals’ CTA had 0% first-clicks, meaning the page’s central offer failed to generate immediate interaction. While comprehension scored high (82%), it did not translate into action.

2. Identify patterns across metrics

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   The results show a disconnect between clarity and persuasion. Users understand the meal subscription offer on a surface level, but confusion around how the free meals actually work, paired with feelings of being overwhelmed, reduces trust and emotional resonance. This undermines the page’s ability to drive engagement or conversions, even though the value proposition is visible.

3. Determine if user needs are being met

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   • Credible: Not fully met — confusion about the free meals undermines believability.

   • Valuable: Met — the offer is clear in potential benefit but loses strength in execution.

   • Insightful: Partially met — users see the claim but do not fully understand what sets it apart.

   • Trustworthy: Not met — lack of clarity and overwhelming presentation weakens trust.

   • Desirable: Not met — low positive sentiment (hungry, inspired, excited) indicates the offer does not create motivation.

4. Compare outcomes to your business goals

   • Build Brand Trust: At risk — comprehension is high, but emotional responses suggest users feel overwhelmed rather than reassured.

   • Differentiate from Competitors: Limited — confusion about the free meals undermines clear positioning.

   • Drive Conversions: Poor — no first-click engagement with the CTA indicates failure to drive immediate action.

   • Align Brand Messaging: Weak — offer clarity exists but supporting messaging and emotional tone fail to reinforce the claim.

   • Support Long-Term Positioning: Limited — the experience doesn’t inspire trust or advocacy, risking churn over time.

5. Surface signals & establish a direction

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   Signals derived from the data:**

   • CTA design and placement fail to drive action — the ‘Get Free Meals’ button drew 0% first clicks, showing that either placement or messaging is ineffective.

   • Offer comprehension is strong but lacks trust — participants understood the meal deal but expressed skepticism about how the free meals actually worked.

   • Emotional response is weak and negative — impressions of overwhelm outweighed hunger, inspiration, or excitement.

Direction based on business context:

To support HelloFresh’s goals of building brand trust, differentiating claims, and driving conversions, design priorities should focus on:

• Reworking the CTA placement and hierarchy so the offer is visible earlier and more compelling.

• Clarifying offer details with simple breakdowns or proof points to strengthen credibility.

• Enhancing emotional resonance with visuals, testimonials, or messaging that ties the offer to positive lifestyle outcomes.

Based on the signals and design direction, we created an updated version of the design with the expected UX metric improvement:

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The direction is clear: HelloFresh's claims are understood but fail to inspire trust or excitement. By clarifying the offer and improving the CTA experience, HelloFresh can turn comprehension into engagement and conversion.

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