Objection handling copy test for a sales LP
Visit-to-lead uplift
Annual revenue uplift estimate
Online bootcamp turning over €15-25M annually. The main buyer persona is someone who wants to change their career into tech by taking a UX design or web development course.
The goal was to improve the landing page where visitors could get in touch with an “advisor” (sales rep) to discuss the program. It was a medium-traffic LP, so I combined several changes to make and detect a bigger impact.
My Hotjar survey revealed that visitors were afraid of being pressured to purchase if they booked a call or of getting spammed with texts afterward. The LP didn’t have anything on it to address these objections. I also used “copy testing” to ensure the variant gave the right impression via qualitative user feedback before running the A/B test.
(Part of the new section)
If we add a “why we offer this” section that frames the call as a mutual qualifying process, as “our programs are not for everyone,” and promise not to spam them, it will reduce the top concerns and increase the CVR.
The variant won with 91% significance after 5 weeks bringing a+17.71% Uplift in (qualified) meetings booked. The new section was rolled out on the landing page template.
Visit-to-lead uplift
Monthly revenue uplift estimate
