Case study: How a simple headline improved conversions by 52.8%

 |  Alex Cleanthous - Get more articles like this sent to your email here

I often talk about the importance that a headline plays in the performance of a website, but it can be hard to understand what kind of impact it can really have without seeing it in action.

So in this article I’ll share a case study on how a simple headline change improved conversions by 52.8%.

What we tested?

Wilson HTM is an investment group listed on the ASX. They came to Webprofits to help them promote one of their investment funds.

We launched a Google Adwords campaign and designed them a high-converting landing page to drive traffic to. The landing page was converting well but we wanted to increase the conversion rate further to offset the expensive click costs.

So the CRO (Conversion Rate Optimisation) team sat down and brainstormed different headlines we could test against the Control, and came up with the following:


  • Headline: The Wilson HTM Priority Core Fund
  • Sub-headline: Currently returning an annualized return of XX% p.a. since inception
  • Reasoning: We assumed that just stating the name of the fund, and showing the annualised rate of return would be enough to drive conversions (which it was).

Variation 1

  • Pre-headline: We know how hard it is to find a top performing fund
  • Headline: That’s why we’re proud to say our fund has returned an annualised return of XX% p.a. since inception
  • Assumption: We wanted to test whether focusing on the challenge investors face when looking for an investment fund would increase conversions. The pre-headline made the statement of how hard it is to find a top performing fund. The headline then resolved the statement by showing the annualised rate of return, using the emotive word ‘proud’ to reflect the effort that went in to achieving this result.

Variation 2

  • Call-out: Attention Investors
  • Headline: Are you looking for a fund where the managers are founding investors who are driven to consistently outperform the wider market?
  • Sub-headline: Our Award Winning Fund has returned an annualised return of XX% p.a. since inception
  • Assumption: We wanted to test how important it was for investors to know that the fund managers were also invested in the fund, because of the perception that they would care more about the results. We also used a call-out to let investors know that they’ve come to the right place, and that there is something unique here.

The result?

Variation 2 (the version where we tested how important it was for investors to know that the fund managers are investors in the fund themselves) outperformed the Control by 52.8% at a 97% confidence rate.

The lesson

The headline should talk to the most important feature and/or benefit of your offer. And you really won’t know what your prospects find most important (and respond to) until you test it. So even if your website or landing page is converting well, don’t just settle with where it’s at. Always try to find a new and better angle that talks to your prospects’ fears and desires.

Can we do the same for you?

If you’d like us to improve the performance of your website, landing page, or online advertising campaign, then click here to get in touch. We’d love to discuss your project and see how we can help.

Alex Cleanthous

Alex Cleanthous

Director of Strategy + Innovation at Webprofits
Alex Cleanthous is an entrepreneur, writer, technologist, and marketing leader. He is Co-Founder of Webprofits, Australia’s largest private digital consultancy. With more than 20 years experience in the digital space, Alex stays at the forefront of digital innovation, strategy, and execution identifying new markets, platforms, and tools to keep pace with the exponential expansion of technology.

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