Does a benefit-led headline lift sign-ups on a lead form?
Our sign-up form for freight customers had a headline telling visitors to get started. We tested a headline stating what they get for filling it in. Leads measured -1.3% over 15 days, short of our confidence bar.
Not significant Responsive 15 days Not called
The hypothesis
By rewriting the form headline to say what visitors get for filling it in, we will answer the question of what is in it for them, resulting in a higher form conversion rate.
Earlier rounds on this sign-up form for freight customers had shown that copy changes moved results, even with low traffic. The headline told visitors to get started but did not say what they would get.
We drafted several benefit-led headlines, including a free consultation, a free estimate and lower freight costs.
What we changed
We rewrote the form headline to state what visitors get.
The control kept the existing headline, which told visitors to get started. The variation replaced it with a headline stating what the visitor gets from filling in the form. The rest of the form stayed the same.
- Headline states what the visitor gets
The result
Leads measured -1.3% over 15 days, short of our confidence bar.
After the first week, total conversion was up about 5% and the variation was ahead day over day. That lead faded in the second week, and the test closed at -1.3%. We paused it after 15 days. The swing showed that the headline did change how visitors responded, so we kept working on it.
What we would do next
The headline moved results here, so keep testing it.
The early lead and later fade tell us visitors noticed the new headline, but this wording was not strong enough to hold a lift. The next round kept the same approach and focused the headline on freight costs.