Do a simpler headline and tighter copy lift consultation page clicks?
A consultation page led with a longer headline and fuller copy above its request button. We tested a simpler headline, tighter copy and less spacing. Clicks to request a consultation rose 26.2% over 18 days.
Won Responsive 18 days Called at 80%
The hypothesis
By simplifying the headline and tightening the copy, we will make the message clearer and easier to act on, resulting in more clicks to request a consultation.
Shoppers who reach a consultation page are looking for help, and they want to know quickly how to start. A long headline and dense copy add reading before that first step.
The page gets modest traffic, so we measured clicks on the consultation button rather than completed orders, and planned for a 30-day run.
What we changed
A simpler headline, tighter copy and less spacing above the button.
In Var A, we rewrote the headline to be shorter and more direct, edited the supporting copy to be clearer, and cut the spacing between sections so the page read as a single short message leading to the button.
- Shorter, more direct headline
- Clearer supporting copy
- Less spacing between sections
The result
Consultation clicks rose 26.2% in 18 days.
Var A lifted clicks to request a consultation 26.2% over control. We had planned a 30-day run because of the page's modest traffic. We called it at 18 days, at an 80% confidence level, and implemented Var A rather than hold a clear lift for another 12 days.
The primary measure was clicks on the consultation button, not completed orders.
What we took from it
On this page, a shorter message moved more shoppers to act.
Visitors on this page were already interested in help. The longer headline and copy asked them to read more before a step they were ready to take. A clearer, shorter message got more of them to the button. Since the test measured clicks, the next check is whether the extra clicks turn into booked consultations.