Subheadline test for a tutoring service
Visit-to-lead uplift
Monthly revenue uplift estimate
Tutoring service turning over €10-30M annually. The main buyer persona is the mother of a child who is getting bad grades and needs some outside help.
The goal was to improve the visit-to-lead conversion rate on the main landing page template. The traffic was mostly coming from high-intent paid search keywords.
By analyzing a sales team survey, I learned that the reps frequently handled objections by offering a free trial lesson. However, the free trial was only mentioned on the LP once, halfway down. Scroll maps showed that most visitors would never even see this valuable offer. The current subheadline simply outlined the process: signing up, checking tutor options, finding a match.
(Sales team survey)
If we change the subheadline to emphasize the free trial lesson, it will increase the perceived value of signing up and decrease visitors’ anxiety and objections, resulting in a higher visit-to-lead CVR.
The variant won with 90% significance after 3 weeks. The new subheadline was rolled out on the landing page template.
Visit-to-lead uplift
Monthly revenue uplift estimate
