# Adding "supplement" to a landing page headline: +89.97% purchases

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Headlines, product titles & copy
- Test run by: [Source Patrol](https://liftarchive.com/practitioners/source-patrol/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/movexa/
- Page: https://liftarchive.com/test/movexa-headline-add-word-supplement/

Adding 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.

## Result

**+89.97% purchases**

- 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.

## 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)

- 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.

## How to run this test

- 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)
- Guardrail: Bounce rate
- Guardrail: Add-to-cart rate
- Guardrail: 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.

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Credit: Source Patrol ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/movexa-headline-add-word-supplement/).
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.