One simple change made a 40% increase in conversions

I have recently been running a test on one of my websites (LCD) to try to increase conversions. Trying to increase conversions is one of the 3 things you should always be doing.

The test I ran this time was a very simple one. On my sales page I have the main headline which is the attention grabber, then I have a smaller secondary headline that lists a bunch of benefits for the reader. Initially I had that secondary headline a lighter color of gray than the primary headline. As I looked at it I thought it looked kind of boring.

I noticed that many other websites had their headline in red. I’m no dumby, if everyone is doing it in red there must be a reason right? Well instead of jumping to that conclusion I instead decided to test it. So I tested making the secondary headline red against the original gray color.

The results were astonishing! Just by making that one simple change, my conversion rate went from about 2.6% on the original to over 4% with the red headline. That is a 40%┬áincrease in conversion rate. I didn’t have to spend any extra money or get any more traffic, I just made that one change and now the site makes more money. Test, test, test.

This test also goes to show you how important it is to grab the attention of the reader right away and get them involved in the conversation. When I look at the version with the red headline it grabs my attention and I start reading, and I wrote the thing.

Give the red headline a try. See if it makes a difference, but don’t take my word for it, test it yourself.

Adam White is a 20+ year entrepreneur having built and sold 18 internet businesses. He currently runs JustReachOut and SquidVision, a new type of landing page optimization software for SaaS companies, and does SaaS and SEO consulting at He lives in Tennessee with his wife and kids and in between SaaS businesses he writes and directs feature films.

1 comments On One simple change made a 40% increase in conversions

  • It is crazy what you can learn from testing and yet I dont do it enough. But i will tell you, I did a test once reducing the number of BUY NOW bottons (roughly 18) on my site down to ONLY ONE botton and you know what happened…? My sales TRIPLED!

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