Does a freight cost headline lift sign-ups on a lead form?
Our sign-up form for freight customers used a general headline. We tested a headline about lowering freight costs. Leads measured +18.6% over 14 days but did not reach our confidence bar, and we implemented the new headline.
Not significant Responsive 14 days Not called
The hypothesis
By rewriting the sign-up form headline around lower freight costs, we will give freight customers a clearer reason to fill in the form, resulting in more sign-ups.
The previous round tested a headline that told visitors what they would get for filling in the form. It did not reach our confidence bar, but it showed that the headline alone moved results on this form.
This round kept the same approach and focused the headline on cost.
What we changed
We rewrote the sign-up form headline to focus on freight costs.
The control kept the existing headline on the sign-up form for freight customers. The variation replaced it with a headline about cutting freight costs, building on the benefit-led headline from the round before. The rest of the form stayed the same.
- Headline rewritten around freight costs
The result
Leads measured +18.6% over 14 days, short of our confidence bar.
The variation led the control in its first week, so we let it run another week. By the end of the second week the results had evened out, and the lift did not reach our confidence bar. The change showed no sign of harm, so we implemented the new headline and moved on to an exit pop-up test on the same form.
What we would do next
Cost framing held steady but needs more traffic to prove a lift.
Across 2 rounds, changing only the headline moved results on this form, so visitors were reading it. Low traffic made both rounds noisy. With the cost headline now live, we would test it against a sharper version once the page has more traffic, rather than treat +18.6% as settled.