Basecamps before and after testimonial page

Basecamp nailed their testimonial page by showing what life looks like before and after using their product. It’s not just quotes—it’s a full transformation story told visually and emotionally.

Marketing analysis

The page compares the chaos of using multiple tools (Slack, Trello, email, etc.) with the calm, organized world after switching to Basecamp.
It’s basically a customer success movie: tension, struggle, then relief.

Why it works

• Shows transformation, not features
• Uses real customer words for credibility
• Visual split makes the contrast obvious
• Quantifies results (9 out of 10 customers improved)
• Ends with a simple CTA for easy action

Examples

• Noom’s weight loss ads: “Before Noom, I felt lost. After Noom, I felt in control.”
• Grammarly’s commercials: messy email vs. polished version.
• Peloton: tired, unmotivated person → energized and confident.
• Calm App: stressed mind → peaceful sleep and focus.