# Bargain headline and intro text on a category page: +127% conversion

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Headlines, product titles & copy, Collection banners & headers
- Test run by: [Tulos](https://liftarchive.com/practitioners/tulos/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/tulos/
- Page: https://liftarchive.com/test/scandinavian-outdoor-store-category-headline-bargain-text/

Swapping a plain category headline for one that promised easy ordering at bargain prices, plus a short text block, improved conversion by 127%. The agency Tulos ran this A/B test for Scandinavian Outdoor Store, and it was published as a VWO case study. The goals were more add-to-carts and fewer bounces.

## Result

**+127% conversion**

- Conversion: +127% for the winning variant against the plain original.
- The test goals were add-to-cart and bounce rate. The case study does not say exactly which measure the 127% refers to.
- Several headline versions were tested, and only the winner's result was reported.

## Control

The men's clothing category page had the plain headline 'Men's Clothing' with no text under it and no mention of prices.

## Variant

The headline became, in a loose translation from Finnish, 'Order Men's Clothing easily for bargain prices'. A short text block below it linked to the best bargain products in the category.

## Why it likely won (our reading)

- The original page told visitors nothing about why to buy here. The new headline added a clear reason: low prices.
- Links to top bargains gave visitors an immediate next step instead of a long grid to scan.
- Many visitors from search or ads are price-conscious, so a bargain message may match what they came for.

## Caveats

No sample size, duration or significance was given, and the headline was translated from Finnish. Several versions were tested and only the winner was reported, which tends to overstate the lift.

## How to run this test

- Hypothesis: If we give category pages a headline with a clear buying reason and a short intro linking to standout products, then more visitors will add to cart because the page answers why to shop here.
- Primary metric: Add to cart rate from the category page
- Guardrail: Bounce rate
- Guardrail: Average order value
- Guardrail: Margin on orders from linked bargain products
- Who should test it: Stores with plain, label-only category headers, especially if price is a real advantage. It may hurt premium brands, where a bargain message can cheapen the image.

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Credit: Tulos ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/scandinavian-outdoor-store-category-headline-bargain-text/).
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.