# Benefit-led landing page redesign: +144% primary CTA clicks

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Value proposition, Social proof, authority & press, Page design
- Test run by: [ClickLab](https://liftarchive.com/practitioners/clicklab/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/writework/
- Page: https://liftarchive.com/test/writework-landing-page-benefit-redesign/

A 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.

## Result

**+144% primary CTA clicks**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Paid conversions or purchases
- Guardrail: Bounce rate
- Guardrail: 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.

---

Credit: ClickLab ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/writework-landing-page-benefit-redesign/).
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.