What counts as headlines and copy
This collection covers product titles, hero headlines, product descriptions, CTA and cart copy, guarantee wording, ad-angle tests on advertorials, and what sits around the title (ratings, badges, price).
Some results are full page redesigns that included new copy; those are flagged below.
The win/loss record
44 positive results, 1 flat, no recorded losses.
30 of the 45 are on the product page, and most of the isolated copy tests come from Dave Diederen.
Where headlines and copy were tested
- Product page: 30 tests
- Homepage: 5 tests
- Landing page: 4 tests
- Cart: 2 tests
- Navigation, collection page and other: 4 tests
Biggest wins and their numbers
Benefit-led product titles
- Dave Diederen, 'Achieve [outcome] with [product]': +15.61% CVR, +16.92% RPV
- Dave Diederen, benefit-led LED mask headline: +10.47% CVR, +12.36% RPV
- Dave Diederen, product-first to benefit-first wording: +6.96% CVR, +11.67% RPV
- Dave Diederen, 2 benefit words like "Sweat-Proof": +$267,576 extra profit
- Kasper Dolk, desired-outcome headline: +$823,115.54 revenue a year
Angle and description copy
Dave Diederen rewrote descriptions around the risks of not using the product: +32.75% CVR, +41.90% RPV.
Oliver Kenyon's pain-point benefit copy reported +$159K/month, and Oliver's pain-relief vs longevity angle test on dog supplement advertorials reported +28% CTR and +$116k/month.
Plainer and shorter
- Dave Diederen, 'or your money back' instead of a longer line: +13.08% CVR
- Dave Diederen, 'Shop Now' instead of creative CTA copy: +4.99% CVR, +8.15% RPV
- Dave Diederen, 'Congrats! You unlocked FREE shipping!' in the cart: +11.08% CVR
- Oliver Kenyon, removed one line of cart copy: +$40,413/month
@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederenTests that lost, were flat or conflict
Dave Diederen's review rating placed above the product title was flat: no conversion change, +1.30% RPV, +1.49% AOV.
That conflicts with two similar Dave tests that won: star rating and review count above the title (+8.14% CVR) and review stars moved above the title (+9.26% CVR).
The same change can win on one store and do nothing on another.
Copy alone can also be a small part of a redesign win.
Dave's homepage hero redesign gained +72.15% RPV, but its copy-only variant gained +8.43% RPV.
Milos's product page redesigns (+81% CVR, +33% CVR, +50% RPV) changed images and layout too.
Design patterns that won
- Write the product title as an outcome: what the customer gets.
- Add one or two benefit words to an existing title.
- Name the cost of not buying in the description.
- Use plain CTA copy over clever copy.
- Cut copy that adds doubt, like long guarantee wording or extra cart lines.
How to change headlines and copy on Shopify
Product titles affect search, feeds and SEO, so many stores test a display headline in the product template rather than the real product title.
Descriptions, CTA text and cart lines can be edited in the theme or its language settings.
Most A/B testing apps can swap text without code.
How to test it on your store
Hypothesis: rewriting the product title as "Achieve [outcome] with [product]" will raise conversion rate.
Test one copy change at a time, use conversion rate and RPV as metrics, and size it with the sample size calculator.
The untested ideas suggest a next step: test several hero copy angles (benefit, problem-aware, outcome, feature) against each other.