Does task-focused headline and button copy lift lead form conversion?

Our registration page headline and button used our own wording rather than the language visitors expect for a DMV task. We tested copy that matched that language. Over 23 days, conversion rose 26.8% across mobile and desktop.

Won Responsive 23 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By rewriting the registration page headline and button copy to match the wording of a DMV task, we will meet visitors' expectations, resulting in a higher conversion rate.

Past tests showed that stressing that the site is not the DMV hurt conversion. Visitors come to the page to complete a DMV task, so copy that sounds like that task could make the next step clearer.

What we changed

Headline and button copy rewritten to match a DMV task

Var A rewrote the headline and the button copy on the registration page, on mobile and desktop. The new wording described the task the way visitors expect to see it from the DMV. The form, layout and everything else stayed the same.

VAR A: COPY + CTA UPDATE

Headline rewritten to match a DMV task
Button copy rewritten
Same change on mobile and desktop

The result

Task-focused copy lifted registration page conversion 26.8%

CONVERSION RATE

+26.8%

Over 23 days, the new copy converted 26.8% better than the original across mobile and desktop combined, and revenue per visitor rose 26.8%. The lift cleared our confidence bar. Slightly more visitors started the form, and more of those who started went on to finish. We implemented the copy as a personalization.

What we took from it

Users preferred copy that matched the task they came to do

Most of the lift came after visitors started the form, not at the start. The new wording made it clearer what they were about to do and what to expect, so fewer dropped off along the way.