Does a time savings headline lift homepage conversion?
Visitors came to renew a vehicle registration and could choose a trip to the office instead. We tested a desktop headline built on time saved: Skip a Trip, Renew Online. Conversion rose 5.6% over 15 days, short of our confidence bar.
Not significant Desktop 15 days Not called
The hypothesis
By putting more emphasis on the time visitors can save by renewing online instead of visiting an office in person, we will motivate them to complete the form, resulting in more conversions.
Renewing in person means travel and a wait in line. Saving that time is the clearest benefit of renewing online, but the homepage did not lead with it.
This was the third round of time savings tests on the homepage.
What we changed
We changed the desktop headline to Skip a Trip, Renew Online.
The variation replaced the homepage headline on desktop with Skip a Trip, Renew Online. The form and the rest of the page stayed the same. A mobile version ran at the same time.
- Headline: Skip a Trip, Renew Online
- Desktop homepage only
The result
Conversion rose 5.6% and revenue per visitor 1.5% over 15 days.
The new headline looked strong in the first week. After 15 days, conversion was up 5.6% and revenue per visitor up 1.5%, a lift that was not large enough to call a win, so we paused the test.
The mobile version moved the opposite way and was paused sooner.
What we would do next
Keep the time savings message for a later test.
Time saved nudged desktop visitors forward, but not enough to call. The same message did not help on mobile. Later tests brought the theme back in a banner instead of the headline.