Do registration benefits in the headline lift desktop conversion?

Our desktop homepage headline did not say why registering online was worth it. We tested a headline built around the benefits of registering online. Over 14 days, conversion fell 14.7%, short of our confidence bar.

Not significant Desktop 14 days Not called

SURFACE

Homepage

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By putting the benefits of registering online into the desktop 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. The same idea ran on mobile as a separate test.

What we changed

Benefits of registering online moved into the desktop headline

Var A rewrote the headline above the form to lead with the benefits of registering online. The form, button and rest of the page stayed the same.

VAR A: VALUE PROPS

Headline leads with the benefits of registering online

The result

Conversion fell 14.7% with the new headline, short of our confidence bar

CONVERSION RATE

-14.7%

MOBILE CONVERSION

+0.2%

Over 14 days, the new headline converted 14.7% worse than the original. The results flipped several times, and the new headline led early on before falling behind. The gap did not reach our confidence bar, so we paused the test. On mobile, the same change was flat.

What we would do next

Try simpler benefit wording on desktop

The drop showed up in completed orders, which suggests the new wording may have set the wrong expectations for some visitors. A next test would try simpler benefit wording in the desktop headline.