Adding "supplement" to a landing page headline: +89.97% purchases
Commentary byLiftArchiveOur analysis, not theirsAdding the single word "supplement" to the landing page headline for Movexa, a joint-support product, lifted purchases by 89.97%.
The agency Source Patrol ran this A/B test, and it was published as a VWO case study. The result reached 98% statistical significance.
- Purchases: +89.97% for the headline that included "supplement".
- Statistical significance: 98%, as reported in the case study.
- Sample size, test length and conversion rates were not shared.
The change
The only change is one word in the headline that names the product type.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The landing page headline named the Movexa joint product but did not say what kind of product it was.
Variant
The same headline with the word "supplement" added, so visitors could tell at a glance that Movexa is a supplement.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors could tell what the product was without reading the body copy, so fewer left confused.
- A product name like Movexa gives no clue about the category, so one plain word did a lot of work.
- Knowing it is a supplement sets expectations about format and use, which can make buying feel safer.
- The headline is one of the first things people read, so a clarity fix there reaches almost every visitor.
Caveats: No sample size or test duration was given. The figures are as published by the testing vendor.
Who ran it
Source Patrol ran this test for Movexa 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 Source Patrol →
How to run this test on your store
- Hypothesis
- If we add a plain word that names the product category to the headline, then more visitors will buy because they will understand what we sell within seconds.
- Primary metric
- Purchases (orders per visitor)
- Guardrails
- Bounce rate
- Add-to-cart rate
- Average order value
- Who should test it
- Brands with invented or unclear product names, especially in supplements, wellness and new categories. It will matter less if your brand name or hero image already makes the product type obvious.
Questions
Can changing one word in a headline really change sales?
It can when that word fixes confusion. Here, saying the product was a supplement lifted purchases by 89.97%, likely because visitors no longer had to guess what Movexa was.
Should a headline name the product category?
If your brand or product name does not explain itself, naming the category is a cheap fix to test.
Clear beats clever when visitors are new to you.
Where should I test headline clarity first?
Start with landing pages that get paid or cold traffic.
Those visitors know the least about you, so clarity changes tend to matter most there.
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