# 'Create a webpage for your business' tagline: +90% clicks to pricing

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Headline, Value proposition
- Test run by: [CityCliq](https://liftarchive.com/practitioners/citycliq/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/citycliq/
- Page: https://liftarchive.com/test/citycliq-homepage-positioning-tagline/

Changing 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.

## Result

**+90% clicks to pricing**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Sign-ups or purchases
- Guardrail: Bounce rate
- Guardrail: 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.

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Credit: CityCliq ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/citycliq-homepage-positioning-tagline/).
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.