# Simpler sub-headline and layout on homepage: +91% sign-ups

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Headline, Copy, Layout
- Test run by: [AwayFind](https://liftarchive.com/practitioners/awayfind/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/awayfind/
- Page: https://liftarchive.com/test/awayfind-homepage-headline-subhead/

AwayFind replaced the second line of its homepage headline with a simpler sub-headline and adjusted the layout, and completed setups rose 91%. Clicks through from the homepage rose 42%. AwayFind ran the test itself and it was published as a VWO case study; copy and layout changed together, so the lift can't be pinned on one of them.

## Result

**+91% sign-ups**

- Completed setup (sign-ups): +91%.
- Homepage click-through: +42%.
- Sample size, duration and confidence level were not shared, so treat the size of the lift with care.

## Control

The homepage led with 'Checking email every 5 minutes? Stop!' followed by 'Let us find your urgent messages' in the same size, font and colour.

## Variant

The second headline line was replaced by a smaller sub-headline with simpler copy, and the layout was adjusted to lead the eye toward the call-to-action button.

## Why it likely won (our reading)

- Two headlines of equal weight compete for attention. A clear hierarchy lets the hook land first and the explanation follow.
- Simpler copy makes the product easier to grasp in the few seconds a visitor gives a homepage.
- The layout change pointed the eye at the button, which likely helped the click-through number.

## Caveats

Bundled change: copy and layout were changed together, and AwayFind said it planned a follow-up to separate them. No sample size or significance was shared.

## How to run this test

- Hypothesis: If we turn a two-line headline into one headline and a short sub-headline that points to the sign-up button, then more visitors will start and finish sign-up because the page is easier to scan.
- Primary metric: Completed sign-ups or setups
- Guardrail: Homepage bounce rate
- Guardrail: Activation rate of new sign-ups
- Guardrail: Paid traffic conversion rate
- Who should test it: SaaS products with a homepage that has to explain the product quickly to mixed traffic. It probably won't matter much if your headline already has a clear hierarchy and the CTA sits right below it.

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Credit: AwayFind ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/awayfind-homepage-headline-subhead/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.