Does defining the program in the subheadline copy lift leads?
Our lead form's subheadline named the relief program but did not explain it. We tested a subheadline that defined the program in plain words. Over 20 days, leads rose 18.7% and lead value per visitor rose 22.2%.
Won Responsive 20 days Called at 90%
The hypothesis
By defining the relief program in the subheadline, we will help visitors understand what they are signing up for, resulting in more leads and better lead quality.
Visitors were asked for personal details for a program they might not know. A short definition up front answers what it is before they start the form.
What we changed
Subheadline copy rewritten to define the relief program
Var A updated the subheadline to explain what the program is. The headline, the form and the steps stayed the same.
- Subheadline defines the program
The result
Leads rose 18.7% with a subheadline that defined the program
Over 20 days, Var A converted 18.7% better than the original, which cleared our confidence bar. Leads with $10K or more in debt rose 22.6%, and lead value per visitor rose 22.2%. We held the test through more than 1 mailing to make sure the result was not noise, then sent it for implementation.
What we took from it
Clear copy about the program built trust before the form
Visitors were more willing to share their details once they knew what the program was. The gain held for higher-value leads too, so the clearer copy added value, not just volume. We later tried the same idea on another funnel.
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