Test #012: Increasing The Clarity of Your Landing Page Headline
ORGANIZATION TYPE: NON-PROFIT
EXPERIMENT QUESTION: If we increase the clarity of our landing page headline, can we increase the force of the value proposition?
1517 The Legacy Project is a non-profit organization in Irvine, California dedicated to upholding the legacy of proclaiming the Gospel of Jesus Christ to as many people as possible in as many ways as possible, as was rediscovered through the Lutheran Reformation in 1517. They provide oversight and powers a variety of theological resource platforms including a podcast network, a publishing house, an online Academy, a speaker network and an annual national conference.
This past year, 1517 launched 'The 1517 Academy,' which contains a series of free online resources on a variety of theological topics. In this particular test, they examined their 'Commentary on Galatians' course signup page and looked for ways to improve it. They wondered: If we increase the clarity of our headline, can we increase the force of the value proposition as well as our on-page conversion rate?
This control version describes the course and offers the page visitor the ability to signup and 'receive the first lesson now.' This headline alludes to Martin Luther (who is pictured below the headline) and how he interpreted the book of Galatians. Here are the observed results:
Control: 383 visitors, 119 enrollees (31% Conversion Rate)
This treatment version contains all of the same elements as the control version, except a slightly different headline. This headline focuses on the the importance of the book studied in the course (i.e. The book of Galatians). Here are the observed results:
244 visitors, 99 enrollees (40% Conversion Rate)
RESULT: 31% increase in conversion rate
This experiment reached a 98% statistical significance level, achieving a 30% valid increase in new enrollees.
It's clear that the treatment headline ("Re-discover The Importance of Paul's Letter to the Galatians") improved the clarity of the course value proposition, and therefore, increased the likelihood for a visitor to convert. The first, control headline described the role Martin Luther played in helping others understand the importance of the book of Galatians–which is certainly an important thing for us to keep in mind. However, it failed to convince a greater number of users to enroll. Why?
I think there are a couple possible reasons to consider. First, this headline does not fit closely with the advertising copy associated with it. In our advertisements for the course, we said this: "Martin Luther's Commentary on Galatians drives home the central point of Christianity: That the death of Christ saves." Here, the focal point is the message of Galatians. In our landing page headline, the focal point is on the active agent–Martin Luther. We see in this test that, when we focus on the content and importance of the book itself, we clarify why someone should really be interested in taking this course: Not because they will learn about Martin Luther's view, but rather because they will learn about contents of Galatians.
Clarity of your offer's value proposition is a huge factor in conversion. It's important to keep this in mind when testing. As we run experiments, we're often tempted to adjust our layout or color scheme first. This test is a great example of the power of clear language.