# Customer quote as newsletter headline: +24.31% sign-ups

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Headline
- Test run by: [Laura Roeder Social Media](https://liftarchive.com/practitioners/laura-roeder-social-media/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/laura-roeder/
- Page: https://liftarchive.com/test/laura-roeder-newsletter-headline-testimonial-quote/

Replacing a marketing-style homepage headline with a reader's words, 'Yours is the only newsletter that I actually read.', lifted newsletter sign-ups by 24.31%. Laura Roeder Social Media, a social media training business for small companies now known as MeetEdgar, ran the test itself, and it was published as a VWO case study. The test ran for 12 days with a reported 97% chance to beat the original.

## Result

**+24.31% sign-ups**

- Newsletter sign-ups: +24.31% versus the original headline.
- The tool reported a 97% chance to beat the original after 12 days.
- The variant led from the start, but the test was left to run the full 12 days.
- Sample size was not shared.

## Control

The homepage headline asked 'Could You Use a Free Plan For Promoting With Social Media?' and pointed visitors to the newsletter sign-up.

## Variant

The headline was replaced with a line from customer feedback: 'Yours is the only newsletter that I actually read.'

## Why it likely won (our reading)

- The quote sounds like a real person, not marketing copy, so it stands out from typical homepage headlines.
- It answers the main worry about newsletters, which is that they add clutter, by claiming this one is worth reading.
- The idea came from feedback the business heard often, so it reflects what readers actually value.

## Caveats

The test ran for only 12 days, and a 97% chance to beat the original still leaves some room for error. Sample size and date were not shared.

## How to run this test

- Hypothesis: If we use a real customer quote as our sign-up headline, then more visitors will subscribe because the claim sounds honest and answers their doubt about inbox clutter.
- Primary metric: Newsletter sign-up rate
- Guardrail: Open rate of the first emails
- Guardrail: Unsubscribe rate in the first month
- Guardrail: Clicks to paid products from the newsletter
- Who should test it: Creators, course sellers and B2B marketers who grow through an email list and hear repeated praise from readers. It may not help if visitors need to know the topic first, since the quote does not say what the newsletter covers.

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Credit: Laura Roeder Social Media ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/laura-roeder-newsletter-headline-testimonial-quote/).
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.