Case Study: 67.8% more leads by changing a headline

eMove helps people find reliable removalists to help them move. They provide a service where they provide three free quotes from approved removalists, for the customer to choose from.

eMove came to us about 3 years ago to help them grow their business using online marketing. We implemented PPC and SEO campaigns for them and redesigned their website. And because we’re always striving for better results for our clients (ie higher conversion rate and lower cost-per-lead) we wanted to test some of the assumptions made during the redesign process.

What we tested

The home page is the main landing page we’re sending PPC and SEO traffic to so we wanted to test a different headline and sub-headline to find out what impact it would have on the conversion rate. Here are the designs…

Original

This was the original home page page…

Variation

We changed the headline and sub-headline in the main banner…

The result

Changing the headline and sub-headline (and keeping everything else the same) increased the conversion rate by 67.8% at a 98.7% confidence rate.

The lesson

Don’t make assumptions on what headlines will work best. The headline is the most important part of any landing page as it needs to convince the visitor to stay on your site and continue down the conversion funnel. If you have a ‘free’ offer then you should test it as your main headline.

Can we do the same for you?

If you’d like us to improve your conversion rate then click here to get in touch today.

Alex Cleanthous

Director + Co-Founder at Webprofits

Alex Cleanthous is an entrepreneur, writer, technologist, and marketing leader. He is Co-Founder of Webprofits, Australia’s largest private digital consultancy. With more than 20 years experience in the digital space, Alex stays at the forefront of digital innovation, strategy, and execution identifying new markets, platforms, and tools to keep pace with the exponential expansion of technology.