Benefit-led landing page redesign: +144% primary CTA clicks
Commentary byLiftArchiveOur analysis, not theirsA full redesign of WriteWork's main landing page, rebuilt around benefits pulled from more than 1,000 survey responses, raised clicks on the primary call to action by 144% and more than doubled engagement.
ClickLab, a Brazilian CRO agency, ran the test for the student essay site, and it was published as a VWO case study.
Many changes shipped together, so the lift belongs to the redesign as a whole, not to any one element.
- Primary CTA clicks: +144%, which meant more than twice as many visitors reached the payment page.
- Engagement: more than doubled. VWO counted clicks only here, so searches were tracked separately.
- Purchases: up by over 50%, but this came from a separate follow-up test, not from this one.
- The four top navigation buttons added less than 1% of the engagement gain, so most of the lift came from the main CTA.
The change
The whole page was redesigned around survey-based benefits plus social proof
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original landing page did not explain what students would get from the service. Traffic was almost all organic, and bounce rates had been high for some time.
Variant
A completely new design, header to footer, that stated the benefits users had named in surveys in direct terms. It also added social proof and several credibility signals.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The copy came from what over 1,000 users said they valued, so the page answered the questions visitors actually had.
- The old page left visitors to work out the value for themselves. Organic visitors who are unsure tend to bounce.
- Social proof and credibility signals likely eased doubts about paying for an essay service.
Caveats: This was a bundled redesign, so no single change can take the credit. The test only included visitors who landed directly on that page, no sample size or confidence level was shared, and the purchase lift came from a separate follow-up test.
Who ran it
ClickLab ran this test 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 ClickLab →
How to run this test on your site
- Hypothesis
- If we rewrite our main landing page around the benefits customers name in surveys and add proof that others trust us, then more visitors will click the main CTA because they will understand the value faster.
- Primary metric
- Primary CTA click-through rate
- Guardrails
- Paid conversions or purchases
- Bounce rate
- Refund or cancellation rate
- Who should test it
- SaaS and online service businesses whose landing page describes features but not outcomes, especially with lots of organic traffic. It is less likely to help if your page already leads with clear, research-based benefits.
Questions
Should I use customer surveys to write landing page copy?
Surveys tell you which benefits customers care about and the words they use.
In this test, copy built from more than 1,000 responses lifted CTA clicks 144%.
How do you A/B test a full page redesign when the rest of the site looks different?
ClickLab included only visitors who landed directly on the tested page.
That kept the comparison fair without redesigning the whole site first.
Do more CTA clicks mean more sales?
Not always. More payment page views do not guarantee purchases, which is why WriteWork ran a follow-up test that measured purchases directly.