'Create a webpage for your business' tagline: +90% clicks to pricing
Commentary byLiftArchiveOur analysis, not theirsChanging CityCliq's homepage tagline to 'Create a webpage for your business' raised click-through to pricing plans from 25.3% to 47.8%, a 90% lift.
CityCliq ran the test itself over 2 weeks, published as a VWO case study.
A benefit-led ad pitch did worse than the original.
- Click-through to pricing: 'Create a webpage for your business' reached 47.8% vs 25.3% for the original, about +90%, with a 98% chance to beat the original.
- 'Get found faster!' reached 31.8%, a smaller gain over the original.
- 'Online advertising that works!' fell to 20.2%, about 20% worse. That drop was not statistically significant.
- CityCliq kept the winning tagline on the homepage.
The change
Only the homepage tagline changes, from a benefit claim to a product description
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage tagline read 'Businesses grow faster online!' and 25.3% of visitors clicked through to pricing.
Variant
Three other taglines were tested: 'Create a webpage for your business', 'Get found faster!' and 'Online advertising that works!'.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The winner says plainly what the product does. Visitors could see right away that it was the tool they wanted.
- The other taglines sold the benefits of being online. Prospects likely already believed that and wanted a simple way to do it.
- The ad pitch described something CityCliq doesn't mainly sell, which may have confused visitors.
- The winner was also the only tagline without an exclamation mark, though the test can't separate that effect.
Caveats: The test ran for 2 weeks; sample size was not shared. The metric is clicks to pricing, not paid sign-ups, and the data is from an older case study.
Who ran it
CityCliq ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on CityCliq →
How to run this test on your site
- Hypothesis
- If we replace a broad benefit tagline with a plain description of what our product does, then more visitors will click through to pricing, because they instantly see it solves their problem.
- Primary metric
- Click-through to the pricing page
- Guardrails
- Sign-ups or purchases
- Bounce rate
- Clicks to other key pages
- Who should test it
- SaaS and online tools whose headline talks about outcomes but never says what the product is. Less likely to help if your headline is already clear and specific.
Questions
Should a SaaS headline describe the product or the benefit?
In CityCliq's test, the plain description ('Create a webpage for your business') beat benefit-led taglines and almost doubled clicks to pricing.
How long should a headline test run?
CityCliq ran theirs for 2 weeks. Run yours until you reach your planned sample size, and cover at least one or two full weekly cycles.