Case Study: 67.8% more leads by changing a headline

eMove helps people find reliable removalists to help them move. They provide a service where they provide three free quotes from approved removalists, for the customer to choose from.

eMove came to us about 3 years ago to help them grow their business using online marketing. We implemented PPC and SEO campaigns for them and redesigned their website. And because we’re always striving for better results for our clients (ie higher conversion rate and lower cost-per-lead) we wanted to test some of the assumptions made during the redesign process.

What we tested

The home page is the main landing page we’re sending PPC and SEO traffic to so we wanted to test a different headline and sub-headline to find out what impact it would have on the conversion rate. Here are the designs…


This was the original home page page…


We changed the headline and sub-headline in the main banner…

The result

Changing the headline and sub-headline (and keeping everything else the same) increased the conversion rate by 67.8% at a 98.7% confidence rate.

The lesson

Don’t make assumptions on what headlines will work best. The headline is the most important part of any landing page as it needs to convince the visitor to stay on your site and continue down the conversion funnel. If you have a ‘free’ offer then you should test it as your main headline.

Can we do the same for you?

If you’d like us to improve your conversion rate then click here to get in touch today.

Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.

One comment

  1. Don hesb says:

    Wow. This is a great pice of advice from alex and the team. Yes headlines can make a big difference.

    September 29th, 2014 at 8:43 pm