# 'Stop right now!' subheadline above enquiry form: +69% leads

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Headline, Copy
- Test run by: [VenueSphere](https://liftarchive.com/practitioners/venuesphere/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/venuesphere/
- Page: https://liftarchive.com/test/venuesphere-homepage-form-subheadline/

A blunter subheadline above VenueSphere's homepage enquiry form lifted form submissions by 69%. VenueSphere, a free London venue-finding service, ran the test, and it was published as a VWO case study. The test had close to 1,200 visitors, so the result is promising but not conclusive.

## Result

**+69% leads**

- Enquiry form submissions (thank-you page views): up 69%.
- Phone enquiries, time on site, pages per visit and bounce rate were also reported as better, with no figures shared.
- The test included close to 1,200 visitors, which is a small sample for a lift this large.

## Control

The form sat under the headline 'Looking for a venue in London?' with the subheadline 'Call us or fill in a form to speak to a dedicated venue coordinator.'

## Variant

The subheadline changed to 'Stop right now! Call us or fill in the form and we'll do the hard work for you for free.' The form and headline stayed the same.

## Why it likely won (our reading)

- The opening line grabbed attention and told visitors exactly what to do next.
- Promising to 'do the hard work' framed the service around saving the visitor effort.
- Saying the service was free removed a likely doubt about cost.
- Three ideas changed at once, so the test cannot say which one mattered most.

## Caveats

Close to 1,200 visitors took part, which is small, and no confidence level was shared. Several messages changed together in one line, so the lift can't be pinned on any single phrase.

## How to run this test

- Hypothesis: If we rewrite the subheadline above our enquiry form to give a clear instruction, promise to do the work, and state that the service is free, then more visitors will submit the form because the next step and its value are obvious.
- Primary metric: Enquiry form submissions
- Guardrail: Lead quality or booking rate
- Guardrail: Phone enquiries
- Guardrail: Bounce rate
- Who should test it: Lead-gen and referral businesses offering a free service with a form above the fold. A very blunt tone may not suit formal or high-trust sectors, so test the wording carefully there.

---

Credit: VenueSphere ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/venuesphere-homepage-form-subheadline/).
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.