'Get coverage within 24 hours' headline lifted Reliant One step 1
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsA headline telling visitors 'Get coverage within 24 hours' improved step-1 conversion on Reliant One's insurance landing page, which was already converting at 28.88%.
KlientBoost ran this test and shared it on the KlientBoost blog.
The exact winning rate appears only in a screenshot, so the size of the lift was not shared in text.
- Step-1 conversion rate: improved on the 28.88% baseline, per KlientBoost.
- The variant's exact rate and the relative lift were not shared in the article text.
- No sample size or significance figures were shared.
The change
The headline changes to promise coverage within 24 hours; other blocks are approximate.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Reliant One's landing page used dynamic keyword insertion to fill in the visitor's state name, and step 1 converted at 28.88%.
Variant
The same page used 'Get coverage within 24 hours' as the headline, telling visitors when their coverage would start.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Insurance buyers often need cover quickly, so a clear start time answers a key worry.
- A concrete promise like '24 hours' is easier to believe and act on than a general claim.
- Setting expectations about what happens next can reduce hesitation at the first form step.
Caveats: The size of the lift was not stated in text, and no sample size or significance was shared. Published on the KlientBoost blog around late 2017, so the data is older.
Who ran it
KlientBoost ran this test for an insurance coverage lead-gen client and published the results (KlientBoost blog). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on KlientBoost →
How to run this test on your site
- Hypothesis
- If our headline tells visitors how fast they get the result, then more will start the form because a clear timeline removes uncertainty.
- Primary metric
- Step-1 form conversion rate
- Guardrails
- Full form completion rate
- Lead quality
- Complaints about timeline
- Who should test it
- Insurance, finance and service lead-gen businesses where speed matters to buyers. Only use it if you can truly deliver on the timeline you state. It may matter less where speed isn't a buying factor.
Questions
Do speed promises in headlines improve conversions?
They often help when buyers care about timing, as with insurance.
Here, a 24-hour coverage headline beat an already strong page.
What is dynamic keyword insertion?
It swaps words on the page, such as a state name, to match the visitor's search term. Reliant One's original page already used it.
Should I test headlines on multi-step forms?
Yes. The headline shapes whether visitors start step 1, so it is one of the cheapest and most useful things to test.