Does a new headline with a consult button lift mobile conversion?

Our mobile homepage headline did not say what set the store apart. We tested a rewritten headline, with and without a button to book a consultation. Over 15 days, the headline with the button lifted conversion 56.0%.

Won Mobile 15 days Called at 90%

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By rewriting the mobile homepage headline to show what sets the store apart, and offering a consultation, we will give shoppers a reason to stay, resulting in more purchases.

The brand was being refreshed, and the homepage headline was generic. Many shoppers plan large events and want help choosing, so a consultation offer looked like a strong second path next to the new headline.

What we changed

A rewritten headline, with or without a book a consultation button

Var A replaced the mobile homepage headline with new brand copy. Var B used the same new headline and added a button that let shoppers book a consultation.

VAR A: COPY

Rewritten homepage headline

VAR B: COPY + CTA

Rewritten homepage headline
Book a consultation button added

The result

The headline with a consult button lifted conversion 56.0%

CONVERSION RATE

+56.0%

REVENUE PER VISITOR

+82.4%

VAR A CONVERSION

+20.8%

Over 15 days, the new headline with the consult button (Var B) converted 56.0% better than the original and lifted revenue per visitor 82.4%. Both cleared our confidence bar. The headline alone (Var A) converted 20.8% better, with revenue per visitor up 20.3%, but that gap did not reach our bar.

We implemented Var B on mobile and moved on to testing it on desktop.

What we took from it

The consult button did most of the work, not the headline alone

The new headline helped a little, but adding a clear way to get help from a person drove most of the lift. For shoppers planning a big event, a consultation answered the question of where to start.