Outcome-led hero headline on landing page: +35% purchases
Test run byVastaCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing broad wellness slogans in the hero with a short headline about the supplement's main outcome lifted completed purchases by 35%.
Vasta ran this test for Infinite Age and published it as a Vasta case study. Only the headline changed.
- Completed purchases: +35% at 95% confidence.
- Engagement: +6%, measured as more scroll depth and CTA clicks.
- Two headline variants were tested, but the source does not say which one won or give separate results.
- Vasta reports about $29,715 in added monthly revenue. This is the agency's figure.
The change
Only the hero headline changes, from a slogan to a concrete outcome.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The hero headline used broad wellness slogans that sounded good but did not say what the product does.
Variant
Two new headlines, each under 12 words, that led with the supplement's main outcome and added a light urgency cue. The rest of the page stayed the same.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors from paid ads want the headline to match the promise that brought them in. A concrete outcome does that faster than a slogan.
- A short headline is quicker to read on a crowded hero section.
- A light urgency cue can nudge visitors who are already interested to act now.
Caveats: The test ran on an even split for 10 days. Two variants were tested and the source does not say which won or give both results; the exact headlines and sample size were not shared.
Who ran it
Vasta ran this test for Infinite Age and published the results (Vasta case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Vasta →
How to run this test on your store
- Hypothesis
- If we replace our slogan headline with a short headline that states the product's main outcome, then completed purchases will rise because visitors understand the value right away.
- Primary metric
- Completed purchases
- Guardrails
- Bounce rate
- Average order value
- Refund rate
- Who should test it
- Brands with paid traffic landing on a hero that relies on vague or brand-voice slogans. If your headline already states a clear benefit, expect a smaller gain.
Questions
How long should a landing page headline be?
Short enough to read at a glance. The headlines in this test were all under 12 words.
Should a headline focus on benefits or brand?
For paid traffic, a concrete benefit usually works better, because it confirms why the visitor clicked.
Is urgency in a headline risky?
It can be if it feels fake. A light, honest cue is safer than countdowns or false scarcity.
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