# 'Open your internet store in one evening' headline: +9.52% leads

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Headline
- Test run by: [Imsider.ru](https://liftarchive.com/practitioners/imsider-ru/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/imsider/
- Page: https://liftarchive.com/test/imsider-landing-headline-one-evening/

Changing an ebook landing page headline from a step-by-step plan to a promise of opening an online store in one evening lifted form submissions by 9.52%. Imsider.ru, a Russian service that helps people launch online stores, ran the test itself, and it was published as a VWO case study. The result was reported at 99.99% significance.

## Result

**+9.52% leads**

- Form submissions (leads): +9.52% versus the original headline.
- Statistical significance was reported at 99.99%, so the lift is unlikely to be noise.
- Sample size and test duration were not shared.

## Control

A plain landing page with a sign-up form that delivered a free ebook on opening an online store. The headline, translated from Russian, read 'A step-by-step plan for opening your internet store'.

## Variant

Same page and form, with only the headline changed. It now read, in translation, 'Open your internet store in one evening'.

## Why it likely won (our reading)

- The new headline put a short, concrete time frame on the outcome, which makes a daunting project feel doable.
- Imsider's team believed first-time founders see opening a store as long, hard work, and 'one evening' speaks to that fear directly.
- It opens with a verb, so it reads as an instruction to act rather than a description of a document.
- The headline was the main element above the fold, so a change there had room to move the whole page.

## Caveats

The headlines are English translations of Russian copy, so the exact wording that was tested differs. Sample size, duration and test date were not shared.

## How to run this test

- Hypothesis: If we rewrite our lead magnet headline to promise a specific, short time to the outcome, then more visitors will submit the form because the goal will feel quick and achievable.
- Primary metric: Form submission rate on the landing page
- Guardrail: Lead-to-customer conversion rate
- Guardrail: Ebook download or email open rate after sign-up
- Guardrail: Unsubscribe rate in the first weeks
- Who should test it: Lead-gen businesses whose offer helps people do something they see as hard, such as starting a business or learning a skill. It may backfire if the time promise is not believable for your audience or your product cannot back it up.

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Credit: Imsider.ru ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/imsider-landing-headline-one-evening/).
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.