Direct homepage headline and 'Apply now' CTA: +8.56% applications
Commentary byLiftArchiveOur analysis, not theirsMelbourne Innovation Centre rewrote its homepage headline, shortened the supporting text and changed the button from 'Get started' to 'Apply now', and application submissions rose 8.56%.
The centre's digital team ran the A/B test, and it was published as a VWO case study.
The headline, text and button changed together, so the lift belongs to the combined copy change.
- Application submissions: +8.56%.
- Clicks on the CTA button: +8.6%.
- The variant beat the control on every metric tracked, per the source.
- Sample size, duration and significance were not shared.
The change
Headline, subtext and button copy rewritten to be direct and specific
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage had a formal, broad H1 about digital transformation, similar formal supporting text, and a 'Get started' button leading to the application form.
Variant
The H1 became more direct and casual, aimed at people wanting quick improvements to their online presence. The supporting text was shorter, and the button read 'Apply now'.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A headline that names a specific, near-term need is easier to relate to than a broad statement about transformation.
- Shorter supporting text gets visitors to the button faster.
- 'Apply now' says what happens next, while 'Get started' is vague about the step.
Caveats: The headline, supporting text and CTA changed together, so no single change can be credited. Sample size, duration and significance were not shared, and the result is vendor-published.
Who ran it
Melbourne Innovation Centre ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Melbourne Innovation Centre →
How to run this test on your site
- Hypothesis
- If we rewrite the homepage headline around a specific need, shorten the supporting text and name the next step on the button, then more visitors will apply because the page speaks to them and the action is clear.
- Primary metric
- Application form submissions per homepage visitor
- Guardrails
- Application quality or acceptance rate
- Form abandonment rate
- Bounce rate
- Who should test it
- Programmes, service providers and lead-gen sites whose homepage leads to an application or enquiry form and uses formal, broad copy. It may not fit if your audience expects a formal tone, such as some government or enterprise buyers.
Questions
Is 'Apply now' better than 'Get started'?
It can be when the next step is an application, because it names the action.
In this test it changed alongside the headline, so its own effect isn't known.
Should a homepage headline be formal or casual?
Match how your audience talks about their problem.
A direct headline about a specific need beat a broad formal one here.
How do I know which copy change drove the result?
You can't when several change at once. Test the headline and the button separately afterwards if you want to know.