Headline & Copy Tests on Landing Pages: 45 Examples, 4 Results

Why headlines and copy matter on landing pages

Landing pages, advertorials and listicles usually get cold paid traffic.

The visitor arrived from one ad with one promise in mind.

The headline has to continue that promise, or they leave before they scroll.

Measured results

Angle tests (1 test)

Oliver Kenyon tested a pain-relief angle against a longevity angle on dog supplement advertorials.

The winner added +28% CTR and +$116k/month. It is the only test here that compares two messages directly.

Advertorial and listicle headlines (2 tests)

Dave Diederen tested new headline variations on a listicle/advertorial page and won +18% conversion rate.

Dave Diederen also redesigned an advertorial hero, rewrote the opening copy and added product images above the fold.

It won +12.26% conversion rate, +12.20% revenue per visitor and +11.54% profit per visitor, with AOV unchanged, for $1M in additional yearly revenue.

Long-form page flow (1 test)

Kasper Dolk built a long-form flow: header, why, featured review, offer, reviews, how it works and a comparison.

It reported a 259.7% (2.5x) increase in revenue with no extra marketing spend.

This is a whole-page change, not a headline test, so treat the size of the lift with care.

A

→

B

+28% CTR

Tested pain-relief vs longevity angle on dog supplement advertorials

Landing pageHeadlines, product titles & copy@oliverkenyon

A

→

B

+12.20% revenue per visitor

Redesigned the advertorial hero, rewrote the opening copy and added product images above the fold

Landing pageHero & above-the-fold section@DaveDiederen

A

→

B

+18% conversion rate

Tested new headline variations on a listicle/advertorial landing page

Landing pageHeadlines, product titles & copy@DaveDiederen

A

→

B

+259.7% revenue (2.5x), no extra marketing spend

Long-form LP flow: header, why, featured review, offer, reviews, how, comparison

Landing pageReviews & star ratings@kasper_dolk

Losing or flat tests

None of the four lost, and no one has shared a flat landing page copy test.

Only Oliver Kenyon's angle test isolates the message itself.

The others mix copy with images or page structure.

Untested ideas

Kasper Dolk wrote most of the 41 ideas. The recurring themes:

• Match the ad. Kasper Dolk suggests duplicating the page per ad angle with its own URL and headline, so an ad about protection lands on a page about protection.
• Lead with the problem for unaware traffic. Templates such as "The real reason you feel [negative state] by 3pm", with no product name or price in the headline.
• Remove the top objection in the headline, for example "Needle-Free", for solution-aware buyers.
• Name the target customer in headings: moms, dog owners, matcha lovers.
• Milos suggests replacing "Say hello to feline feeding comfort" with "Say Goodbye to Vomiting!" on a cat feeder page.
• Kasper Dolk suggests risk-reversal microcopy under the CTA: "No minimum. No lock-in. Cancel whenever you want."
• Josh Thompson describes several ad-matched landing page rebuilds and claims, for example, +40% conversions, but shows no test data.

Placement and design patterns that won

• A specific angle chosen by test, not by guess.
• Rewritten opening copy with product images above the fold.
• A full story flow on long pages: problem, reasons, proof, offer, comparison.

Related tests elsewhere on the store

See ad message match on product pages, landing page benefit sections, the advertorial and listicle collection and the full headlines and copy collection.