# Urgent subheadline on CareChoice's lead form won both steps

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Subheadline, Urgency
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://klientboost.com/landing-pages/successful-landing-pages/
- Page: https://liftarchive.com/test/klientboost-carechoice-urgent-subhead/

A more urgent subheadline, telling visitors something was waiting for them, won an A/B test on CareChoice's two-step lead form. KlientBoost ran the test and shared it on the KlientBoost blog, citing roughly 34% step-1 and 34.04% step-2 conversion. The original's rates appear only in screenshots, so the size of the lift was not shared in text.

## Result

**Winner**

- The urgent subheadline was named the winning variant.
- Conversion rates cited: almost 34% on step 1 and 34.04% on step 2.
- The control's rates and the relative lift were not shared in the article text.
- No sample size or significance figures were shared.

## Control

CareChoice's original two-step landing page, which already used dynamic keyword insertion, with its original subheadline.

## Variant

The same page with a subheadline that added urgency by suggesting something was 'waiting' for the visitor.

## Why it likely won (our reading)

- Telling people something is waiting makes the next step feel like collecting, not filling in a form.
- Care services are often urgent for families, so a prompt to act now fits their state of mind.
- Dynamic keyword insertion already made the page feel relevant, so the subheadline built on a strong base.

## Caveats

The size of the lift was not stated in text, and the page also used dynamic keyword insertion. No sample size or significance was shared. Published on the KlientBoost blog around late 2017, so the data is older.

## How to run this test

- Hypothesis: If our subheadline says something is ready and waiting for the visitor, then more will move through each form step because it creates a reason to act now.
- Primary metric: Completion rate across both form steps
- Guardrail: Lead quality
- Guardrail: Step-1 start rate
- Guardrail: Unsubscribe or complaint rate
- Who should test it: Lead-gen businesses with multi-step forms, such as care, insurance or home services, where visitors have a real need to act soon. Avoid false urgency, which can hurt trust and lead quality.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-carechoice-urgent-subhead/).
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.