1. Not much overall change.
2. Negative slogans are quickly phased out in favor of positive ones. "Drop a bomb on your competitors" and "gain an unfair advantage" quickly give way to "a better way to work with people."
I expected more from the video. There were no evolution. Just little image/text/size-changes. And then they changed it completely, and did the same as before.
Think it speaks to continually tweaking your site bit by bit. Don't need to completely redo it or do massive revamps.
Millions of people depend on our software. Entrepreneurs, small businesses and teams inside big organisations rely on it/us daily.
One trick I like to do is stand a few feet back from the monitor/LCD, and try to, in 3-5 seconds, figure out what I'm looking at. I think its a good trick because you'll realize where your eyes go to first (smaller text/details usually gets blurry), and the time interval will tell you what you're communicating clearly.
When you compare the first version in the video with the last using this trick, there's a huge difference.
The 2009 version has an overwhelming amount of detail, with an ambiguous "Change your Business"/"Change the way you work" title. A lot of information is crammed in the first frame (company history, latest news, etc). The 2011 version is remarkably clearer: The two large texts explain the product offerings and that they are kind of a big deal (social proof) - both keys to selling. The rest of the information is prioritized descendingly. "Style" (what people most typical mean when they say design) has been minimized.
Another company's website that is great with this (standing back/first thing that pops in your head) is, suprise, surpise... apple.com
I didn't perceive their strategy as "experimental" but as "erratic". Even if A/B testing showed slight gains or falls, I would prescribe those changes to random chance over the value added/lost. Unless there's a possibility of measurable effects, go with your gut.
The use of a huapango as the background music made me smile though.
Sidenote: One of my favorite features of the site is the "Happy Day" in the upper left hand corner. Best part of the video was seeing it appear out of thin air.
I'd love to see this for sites that went through multiple pages of transitions.
I think editing less, leaving it at a steady pace (say 1 second per week, regardless of the amount of changes) would have given it another dimension.
A data-dense rhythm.