Your landing page headline doesn't resonate
Your headline is the most-read text on your site. Testing 5 variations can increase conversion 20-50%.
When to use
You have landing page traffic (500+ monthly) and haven't tested your headline.
Hypothesis template
If we test [5] headline variations on our landing page, we'll find one that converts [target]% better because headlines have the highest leverage on conversion.
Method
The problem: You wrote one headline, it seemed good, and you never tested it. It might be leaving 30% of conversions on the table.
How to do it:
- Write 5 headline variations: benefit-driven, problem-driven, social proof, curiosity, direct
- Use Google Optimize, Vercel Edge Config, or a simple A/B tool
- Split traffic equally across all 5
- Run for 2 weeks or until you hit 100 visitors per variation
- Pick the winner, then test 5 more against it
- Repeat quarterly
Key insight: The difference between the best and worst headline is usually 2-3x in conversion rate. No other single change has this much impact.
Success metrics
- •Conversion rate per variation
- •Statistical significance
- •Winning headline improvement %
- •Long-term conversion lift
Prerequisites
- Landing page traffic
- A/B testing tool
- 5 headline ideas
Common pitfalls
- •Ending the test too early
- •Testing too many elements at once
- •Writing variations that are too similar
- •Not running the winner long enough to confirm
Source: Common CRO pattern. Headline tests routinely show 2-3x conversion differences.
Suggested ICE scores
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