I have always stressed that headlines and text copy matter a lot on landing pages. We have published a number of case studies which provide a proof in case: 127% increase in conversions by doing a headline change and single headline change increased conversions by 90%. This case study is also similar in essence: text copy around main headline was A/B tested and large gains in clickthrough and signups are seen.
AwayFind helps users step away from their inboxes while still letting them receive important and urgent emails in a timely manner by notifying them of those emails via SMS, Voice Call or iPhone/Android apps. They wanted to improve conversion rate on their homepage which gets a mix of traffic from organic, direct and PPC (Adwords) sources.
A/B testing text copy
Headline is the first thing a visitor notices on a page. If it is not clear, a visitor would just take a broad look at page and leave after a few seconds. But if your headline catches his attention, he would try to understand more about your offering by looking at the copy. So, getting headline right is crucial but getting copy right is equally important. AwayFind have an interesting headline which says: Checking email every 5 minutes? Stop! In their original page, this headline was extended with another headline (of exactly same size, font and color). It said: Let us find your urgent messages. Here’s how their homepage looked:
The team at AwayFind thought of simplifying the copy around headline and slightly changing the layout as well. They used Visual Website Optimizer for doing this A/B test. Here’s the variation:
Note how they removed second part of headline and instead replaced it with a sub-headline.
Results of this split test
AwayFind thought the new copy was slightly more compelling and that the new layout draws the eye more naturally to the call to action button. And, by jolly, they were right! They saw a 42% lift in people clicking through from the home page and a 91% lift in people completing the setup process. They admit it themselves: the results were shocking! Small change, big results.
Regarding Visual Website Optimizer (VWO), they mentioned that VWO made it easy to implement the test and even easier to track the results.
What they learned was that a little copy can go a long way. Four new sentences dramatically improved their results. As a follow up, they are planning to test the new copy with the old layout to see which of these variables created the biggest impact–a more direct copy comparison.