Does a value proposition headline lift mobile homepage conversion?

Our mobile homepage headline did not say why registering online was worth it. We tested a headline built around the value of registering online. Over 14 days, conversion rose 0.2%, short of our confidence bar.

Not significant Mobile 14 days Not called

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By putting the value of registering online into the mobile headline, we will give visitors a reason to start, resulting in more completed transactions.

Visitors arrive with a task in mind, but the headline did not tell them what they gain by doing it online. We expected clear value in the first line they read to motivate more of them to start the form.

What we changed

Value of registering online moved into the mobile headline

Var A rewrote the headline above the form to lead with the value of registering online. The form, button and rest of the page stayed the same. The same change ran on desktop at the same time as a separate test.

VAR A: VALUE HEADLINE

Headline leads with the value of registering online

The result

Conversion rose 0.2% with the new headline, short of our confidence bar

CONVERSION RATE

+0.2%

Over 14 days, the new headline converted 0.2% better than the original, which is too small a gap to call. In the first week, more visitors started the form with the new headline, but that lift did not carry through to completed orders.

What we would do next

Test different value wording in the headline

The headline change did no harm, and the early lift in form starts suggested the idea had promise. Our next round kept the focus on value and tested clearer wording and formatting, turning single-line value propositions into 3 bullets.