Does new headline and button copy lift mobile homepage conversion?

We tested new mobile homepage headline and button copy focused on speed, ease and trust, alone and together. Over 15 days, the new headline alone cut conversion 13.0%, and the new button alone cut it 12.3%.

Lost Mobile 15 days Called at 90%

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

3

The hypothesis

By rewriting the headline and button copy to stress speed, ease and trust, we will draw more visitors into the form, resulting in a higher conversion rate.

Higher mobile traffic let us test the headline and the button separately and together in 1 test. That showed which change, if any, moved visitors, instead of reading 2 changes as 1.

What we changed

New headline, new button copy, or both, focused on speed and trust

Var A changed only the headline. Var B changed both the headline and the button copy. Var C changed only the button copy. All 3 used wording about speed, ease and trust.

VAR A: HEADLINE ONLY

New headline focused on speed and trust

VAR B: HEADLINE + CTA

New headline
New button copy

VAR C: CTA ONLY

New button copy focused on speed and trust

The result

The new headline alone cut conversion 13.0%

CONVERSION RATE

-13.0%

VAR C CONVERSION

-12.3%

VAR B CONVERSION

-2.0%

All 3 versions did well at the start, then fell below the original with more time. The new headline alone (Var A) converted 13.0% worse, and the new button alone (Var C) converted 12.3% worse. Both losses cleared our confidence bar. The 2 together (Var B) converted 2.0% worse, too small a gap to call. We paused Var A after 1 week and the full test after 15 days.

What we took from it

Users preferred the original headline and button

Each new piece of copy lost on its own, while the 2 together came close to the original. On this page, visitors responded better to the original wording than to copy built around speed and trust.