How We Made Our Landing Pages Fast: A Grand Journey

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We recently launched an overhaul to our landing and about pages. These are all the pages that aren’t part of the app, pages like Home, Business Class, Trello Gold, Tour, and Jobs. We call them the “meta” pages because we’re nerds and because it’s not just landing pages, but also things like log-in and sign-up. Take a minute to look around.

At the beginning of our Trelloic journey, we had very few meta pages. Because Trello is a single-page app, we just rolled the meta pages into the client code. That had some obvious problems. It meant you had to download all the JavaScript and CSS and templates for the app just to view something like the Trello Gold page. We made this a little nicer for some pages, but it was still a mess and wasn’t going to scale. Another problem was that these pages didn’t have a consistent look and feel. They were made at different times by different people with different motivations.

We couldn’t let this stand, so we set out to overhaul them. There were two parts of the project: separating the meta page code from the main app, and designing and developing the pages.

Project Metosis

Trello developer and all around good guy Daniel LeCheminant worked on the server component. I called this Project Metosis, a dividing of the “meta” pages, although nobody seemed to care about my clever codename as much as I did. *slumps in chair*

Metosis works like this: when you visit a page like, there is some server code, some middleware, that looks at the URL and sees if it matches something in the Meta project, which is in a place separate from the client code. If it finds a business-class.html, it short circuits and sends you static files from memory instead of loading the app.

Hold on. Serving static files from a file system? I know. It’s honestly only a little bit faster and fancier than uploading via FTP.

There are over 10,000 benefits to this method, but I’ll highlight the big ones.

  1. We can deploy changes in the Meta project without going through the client release pipeline. Nothing is tied up and we don’t have to release a whole new client just to add a job listing, which we plan to do often apply today for a good job yes.
  2. It’s mega-fast. These are small static files served directly. There’s very little DOM manipulation and the bare minimum CSS, so once it gets to the screen, it renders in a flash.
  3. We only have the HTML, CSS, and JavaScript we need for either the client or meta projects. That means we can cut lotsa code. Our CSS is now 202kb raw and 43.3kb compressed, down from 276kb raw and 58kb compressed. That’s Twenty-Nine Percent (29%) smaller. The reduction in JavaScript was a bit more modest: 443kb down to 410kb, about 8% smaller. Not bad.
  4. You know how nice it is to watch and listen to a quill swiftly write on fresh parchment? You know how it feels to bite into a hot, fresh-out-of-the-oven donut? For developers, safely cutting a bunch of code is better than both of those feelings. This doesn’t really need to be its own item, sorry.
  5. The code is isolated and we don’t have to worry about cascading rules running amok or extraneous scripts bogging down either project. For instance, we noticed that a wild CSS rule on one of our landing pages was causing filtering to be incredibly slow. There should be less of that now.

So Daniel had the “load it fast” part down. Now I needed to make the pages.

Project Marquee

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I called the designing and making of these pages Project Marquee. The name is not as good as Metosis and no one really cared anyway, but whatever. I’m still going to use codenames.

Here’s what I wanted out of the design. I wanted a simple, mobile-friendly layout. I wanted consistent typography. I wanted to use words, but not waste them. I wanted everything up front and visible, nothing buried. Just about the only things you click are links that take you to new pages where you get more information you want. I wanted to show a big screenshot of exactly what Trello looks like so people get it quickly.

Here’s what I didn’t want. I didn’t want any dizzying and confusing scroll effects, images carousels people wouldn’t click through, tabs or hover effects people would miss, or expensive videos people wouldn’t finish. I consider these big, whizz-bang ornaments that obscure the message.

Above all, I wanted to explain what Trello can do for you, convey what people love about it and explain why you might love it, too. I figured I could do that quickly and effectively with some concise words, a few images, and without all the doodads.

The straightforward design made it easy to develop. It wasn’t long before it was ready to ship.


Just before our big announcement, Michael Pryor, CEO of Trello, said if there was anything we wanted to get out we should get it out now. So we wrapped up the last of the project and launched. Then Michael said “No, switch the home page back to the old one” and we were like ”Michael, you just told us to launch” and he said “What if less people sign up with the new page? Better the devil you know…” and we were like “Well. Okay.”

So we converted the old home page to the new meta project, added a bunch of analytics, and A/B tested it. 50% of new people saw the old version, 50% saw the new version, and we recorded which one get more people to sign-up. We found the new page had a sign-up rate of 14% while the old page was around 11%. And it was statistically significant. Great!

It was worth the hassle of setting up the test in the end. We have much better analytics and we are in a better place to test changes in the future. Maybe we’ll test something really out there. Be sure to tell all you friends about and ask them if they see something cool on the homepage or sign up if you haven’t! (Ed. note: I hope this plan works.)

Why does it get more people to sign up? There’s no way to be 100% sure. It could be because it’s faster. It could be because the pages are better at explaining the product and piquing their interest. Thankfully, we can test more things and get a better sense. Hey, what if we made the pages slower? Think that would get more people to sign up? Who knows…

Really there are two parts of this: getting people to sign up for Trello and then making them happy, active users. The new landing pages get more people into Trello (✓). Now we need to make sure new users have everything they need to be happy and active and get the most out of Trello (without being overly helpful). That’s something we’re working on.

The journey is far from over, but we are in a much better place now. Our landing pages are mega-fast, looking nice and consistent, we can push out updates faster, we can test changes more easily, and the code is cleaner, more maintainable and less error-prone. On to the next adventure!

A Note About Notifications

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We often hear from people that notifications in Trello are noisy and complicated, which ultimately lessens their value. We want notifications to really matter, so we trimmed down the quantity and centered the system around the notification that everyone agreed mattered the most: being mentioned on a comment.

You won’t get some of the old notifications, like checklist item completes or description changes. So if you want to let someone know that something is important, mention them in a comment and they will be sure to be notified. We’ve been making notifying members easier with a more visible “mention members” button when commenting, a new reply button on comments in the activity feed, and @-style autocomplete.

So what triggers notifications now?

When subscribed to a card, you’ll get notifications for…

  • All comments
  • Adding, changing, and upcoming due dates
  • Card moves and archives

When subscribed to a list or board

  • You’ll get the same notifications listed above, but for all cards in a list or board.
  • You’ll also get notifications for all newly created cards

And at any time, you’ll get notifications when…

  • You are mentioned in a comment.
  • You are added to a card, board, or organization.
  • You are mentioned in a checklist item.
  • One of your boards is closed.
  • When someone makes you an admin of a board or organization.

Update: when we originally launched with this change, board and list subscribe worked differently and didn’t give you notifications about card details like comments and due dates. We’ve made a change based on your feedback. Now subscribing to a board or list is exactly like subscribing to all the cards in that board or list.

There’s another slight change regarding email notifications. Previously, the default was to batch notifications together and send a summary email about every hour. We did it this way because the notifications were so abundant and overwhelming. Now that there are fewer, the new default is set to instant. Combined with the ability to reply via email, we think it will allow for quicker and more seamless discussions. If you want to change your notifications setting to instant, you can do that on your settings page under “Notifications” > “Change Notification Email Frequency”.

We have a lot of respect for your time and attention. When we buzz your phone, desktop, email app, or watch, we hope it’s for something that really matters.

In a rare, behind-the-scenes moment, there’s another piece of the notifications puzzle that we’re working on: reminders. Currently, due date notifications arrive 24 hours before the due date. It’s not a time that works for everyone and there is no way to change it. We want to split up due date notifications into a feature called reminders. You can set a reminder independent of a due date, so that you can simply say, “give me a notification about this card at such and such time”. When you set a due date, it would automatically set a reminder, but it will be editable. Reminders will be per-member. Setting a due date will add a reminder for everyone on the card, but they will be able to change or remove their own reminders. Warning, though: the details of this may change and we don’t have a timeline for the release. Let us know what you think on the Trello Development board!

How We Chose Our Social Media Tools At Trello


Last week, we decided it was time to choose a comprehensive social media tool for our team at Trello. We are very active on social media, responding to users’ questions and sharing interesting tips and tricks for using Trello. We love engaging with users on social, but like many companies, we want to be more quantified in our approach.

So we sat down and made a list of all the things a perfect social media tool would need to accomplish to fit our needs:

1) Collaborative- More than one person manages our social media accounts. Since we get a lot of support questions through Twitter, assigning someone from the support team to answer those tweets is important.

2) Easy to use- Our philosophy on simplicity is seen in the product we built. Using something clunky with a poor user experience would be a big downer.

3) Analytics- One of our goals is to be much more rigorous about social media and the value it brings to both users and the company, so the social media tool of choice would need to be able to let us dig into and analyze data.

4) Comprehensive and cross platform- We don’t want to use 10 different tools to do 10 different things. And we’d like to be able to access our tool from both a web and mobile interface given the rapid nature of social media.

5) Filter- We get a lot of tweets, so the ability to filter the important from the irrelevant is crucial.

With this criteria in mind, we got down to work and decided to test each tool for one day. If we couldn’t figure it out in a day, it broke our easy to use rule. We identified five potential tools from a variety of “top social media monitoring tools” blog posts:

1) SproutSocial

2) Hootsuite

3) Mention

4) Meltwater

This is a rundown of our experience in hopes that we can make it easier for other people to choose the right tool. Keep in mind that we did not spend a lot of time analyzing each tool so there might be a lot of things we missed, and our needs may be completely different than yours.


SproutSocial was not 100% intuitive to use at first, but the collaboration features caught on with our team. We were confused as to why there were no tab notifications when a task was assigned, rather email notifications were sent. Who needs more email?


  1. Easy to use- Out of all the tools we tried, Sprout had the best user experience. It was intuitive to use.
  2. Collaborative- Tasks can be assigned easily to other members of the team, but it’s not immediately clear how you know a tweet has been assigned.
  3. Analytics- Sprout offers fairly robust analytics. However, recommendations for these insights are lacking. What do we do with this deluge of data?
  4. Cross platform- Sprout offers web access and mobile apps. However, there is no desktop application.
  5. Excellent support- The support chat feature saves a ton of time and their support staff is very knowledgeable and friendly.
  6. PublishingSprout makes it easy to schedule and publish posts, and creates links for you as well.

Example of Analytics from SproutSocial


  1. Slow- There appears to be a delay associated with posting through Sprout Social to social networks. Populating conversations or navigating between different parts of the site can also be slow.
  2. Depressing background- Sprout’s UI is grey and black. Staring at that all day is not the most visually appealing.
  3. No ability to filter tweets- Our stream is all the tweets, not just the relevant ones.
  4. No visible distinction if someone else on your team has already favorited a tweet.
  5. Lacking in notifications-The notification system for when you are assigned tasks is not very robust.  If Sprout Social is not open in your browser then you have to resort to emails for notifications.
  6. Slow start-While most other tools wanted to get in touch with us right away, the rep who reached out from Sprout wanted us to do a webinar and talk in a week. Who has time for that? While I understand their wanting us to do some preliminary legwork, they have to understand that we don’t choose tools in a vacuum so those that can convince us of their value first will tend to win.

Bottom Line: SproutSocial was an out of the box, easy to use solution that provided interesting data.


HootSuite is built for managing multiple social accounts. It’s comprehensive and very customizable, if not at all intuitive.


  1. Collaborative- With Hootsuite, it was the easiest to see when tweets were assigned.
  2. Robust and customizable analytics tools- You can fairly easily build your own reports with HootSuite’s templates in mind.
  3. Comprehensive browser extensions and cross platform- Hootlets provide the ability to get the information you want when you want it. Also, while we didn’t get so far as to try the mobile apps, HootSuite provides them.


  1. Terrible UI- Using HootSuite feels like traveling back in time. The user interface is not intuitive and getting set up is nothing short of a nightmare. To be fair- it is totally customizable and built for large orgs that have multiple teams (it seems) so the fact that it was hard to set up may just be because it was more robust than our use case.
  2. No filter for relevant tweets- We couldn’t figure out a way to view only relevant tweets in a timeline.
  3. Really complex- Figuring out how to use HootSuite apparently involves getting a degree or certification.

Bottom line: HootSuite offers a complex and comprehensive solution built for agencies or large teams managing lots of different handles and accounts. Its dated UI and complexity made it difficult to use and integrate into a daily workflow.


Mention makes it easy to filter out irrelevant tweets in a visually appealing way. This is its biggest selling point.


  1. Mention has the ability to alter your timeline so you only see relevant tweets. Its algorithm has the ability to “learn” what relevant means as you mark tweets irrelevant thereby creating a timeline that provides the most value to users.

Irrelevant Tweet

The tweet above shows an automated tweet from our referral program. Mention gives us the ability to mark these tweets as irrelevant so they don’t appear in our timeline.

  1. Web application with good UI- Mention’s web application is easy to use and is very visually appealing. Desktop notifications are great to have, although Mention seems to still use email notifications for assigned tasks.
  2. Email from CEO- Right after we signed up, I got a friendly personalized email from the CEO which really humanized the product.


  1. Slow- While the product is visually appealing, it’s functionally clunky and slow when posting tweets.
  2. Collaboration- While assigning tasks is simple enough, there is no way to have an internal team dialogue within a task, which makes collaboration much harder.
  3. Analytics - The reporting features of Mention are not very robust compared with other products.
  4. No publishing feature - Unlike other tools we tried, there was no ability to schedule or post multiple tweets.

Bottom line: With a very visually appealing user experience and great filtering algorithm, Mention provides a lot of value. However, with little posting and scheduling ability, it leaves some needs unfulfilled.


At a $10k annual subscription, Meltwater was the only enterprise tool I looked at although the rep I spoke to mentioned many businesses of our size are customers.

This was the only tool I was not able to try myself. Meltwater does not allow the option of a free trial to play with the product. I was only able to garner the following insights by watching a sales rep use the product through screenshare (frustrating). Therefore my insights are brief.


An analysis of sentiment taken from Trello’s tweets using Meltwater’s analytics tools.


  1. Deep analytics- Meltwater provides useful and comprehensive analytics based on actions.


  1. Significantly Higher price
  2. Dated UI
  3. Too hefty- At this point, we would not be taking advantage of all the tools and insights an enterprise tool would have to offer.

 Bottom line: Meltwater is an enterprise social media engagement tool that is too robust and expensive for us to consider- especially if we are not able to test the product before we buy.


*Cost is specific to Trello’s needs. For example, SproutSocial charges $99/user and Mention charges based on how many tweets mention your company.

**Since we didn’t get to actually try Meltwater, we couldn’t comment on its collaboration abiliies.

So where did we end up?

After our social media experiment and exposure to so many tools, we decided to go with SproutSocial. Great support really makes a difference as does the ability to do just about everything you need in one tool. While we have requested Sprout to consider changing or at least allowing users to customize their backgrounds (like Trello boards!), we will have to learn to live with staring at a dull grey background.

Interesting to note also is that no one solution will be able to do everything we want. For example, we are huge fans of Buffer but didn’t include them on this list because their tool is only built for publishing. However, we will likely continue to use Buffer because of the strong analytics on a tweet by tweet basis.

If you’re going through a search of social media tools, don’t feel overwhelmed. While there seem to be hundreds of options available, we learned that by clearly articulating our needs we were able to narrow them down much easier than anticipated. Sitting down and discussing what you need and why turned out to be the best first step for our team.

Did you have a similar experience at your company with a different outcome? Please reach out to us, and let us know on Twitter.

Special thanks to Brian Cervino, Adam Simms, and Fyza Hashim for collaborating on this post.

Trello is not endorsing or disparaging any tool. We just wanted to share our experience to help others. Different companies will have different preferences.

Hello, Saved Searches

Saved Searches

When we introduced the new search back in May, people from around the world were astonished by the speed and flexibility of Trello search. By that I mean it was no longer slow and broken. Some time passed. The cheering we heard in our heads calmed to an excited murmur. We stepped back and thought, “What else we can do with search?”

The new search operators with autocomplete are one of the nicest things in new search. With operators like “@me”, “-list:done”, “due:week”, and “-has:members”, you can create highly tailored lists for all kinds of purposes. You can answer, “What’s due this week which has no one assigned to it?” and “What do I need to do today?” and “What cards have stickers, covers, have ‘Garfield’ in the title and were edited in the last 24 hours?”.

Wouldn’t it be awesome if you could easily get back to searches you use frequently?

I think you know what I’m getting at.

You can now save searches. It’s easy: just start searching, maybe add an operator or two, then click the “Save This Search” link in the top right and give it a name. Now whenever you click the search box, your saved searches will be at the top. You can rearrange them by dragging and dropping and you can delete them at will.

This is a feature for people with Trello Gold and Business Class. We think it’s something people managing lots of cards and boards will find useful. Remember, you can get Trello Gold for free just by recommending Trello to people!

Now go find those cards.

Congratulations To Daniel Lew, Our Resident Google Developer Expert!


Daniel Lew, one of our Android developers was recently named a Google Developer Expert.  There are only 20 Android GDEs in the world and only 3 in the United States! So needless to say, we were extremely impressed. I took a moment to ask him a few questions about the honor.

What exactly is a Google Developer Expert?

I feel like the GDE page has a much better answer than I can give. From

“The Google Developer Experts (GDE) title recognizes the outstanding developers who exhibit great expertise in one or more Google technologies and share it with the developer community. GDEs are gurus, mentors and evangelists; they create tutorials, code samples, and write books and blogs; they publish videos, drive community projects, and present at events large and small. These independent developers bring their real-world experience and knowledge working with Google technologies to developer communities worldwide.”

How did you become a Google Developer Expert?

First, there’s a nomination process. Some people from my local Google Developers Group (GDG) nominated me, which was flattering. Once nominated you compile a CV of your work with your Google technology specialization. This can include a wide variety of activities including software creation, community involvement and speaking engagements. Next, there are a couple of interviews – one with an existing GDE and one with a Googler. After I got approval from them I was in. The GDE tenure is only a year, though, so if I want to keep my GDE status I’ll have to keep working at it. I can’t just kick back and relax now!

What advice would you give to others who wanted to try to become GDEs?

Right now nominations are closed, but I’m sure that they’ll reopen at some future date. In the meantime, it’s important to learn your technology and share your knowledge. A GDE isn’t just an expert coder; they also have to be actively involved in the community, online and in person.

What are the perks? Is it worth the effort?

I’ve only been a GDE for a short time, so I can’t speak to many of its perks yet. There is one upcoming perk I’m looking forward to: invitations to the annual GDE summit and Google I/O. I look forward to both events because I like talking with passionate programmers who know a lot about their craft.

As for it being worth the effort, the actual application was fairly easy because I’ve had a long history with Android. All of the blogging, meetups and conferences I’ve done have been just for the fun of it so far and I would’ve done them either way, so I don’t really consider them effort for the sake of being a GDE.