# Direct homepage headline and 'Apply now' CTA: +8.56% applications

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Headline, Cta copy, Body copy
- Test run by: [Melbourne Innovation Centre](https://liftarchive.com/practitioners/melbourne-innovation-centre/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/melbourne-innovation-centre/
- Page: https://liftarchive.com/test/melbourne-innovation-centre-homepage-headline-cta/

Melbourne 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.

## Result

**+8.56% applications**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Application quality or acceptance rate
- Guardrail: Form abandonment rate
- Guardrail: 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.

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Credit: Melbourne Innovation Centre ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/melbourne-innovation-centre-homepage-headline-cta/).
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.