# Outcome-led hero headline on landing page: +35% purchases

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Headlines, product titles & copy, Hero & above-the-fold section
- Test run by: [Vasta](https://liftarchive.com/practitioners/vasta/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://vasta.me/articles/how-a-headline-test-drove-35-more-conversions-50b5d-ed288
- Page: https://liftarchive.com/test/infinite-age-uvp-headline/

Replacing 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.

## Result

**+35% purchases**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Bounce rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Vasta ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/infinite-age-uvp-headline/).
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.