Win Report: Are you selling what your customers are buying? (+26%)

Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.

In the next three minutes, we’ll show you how replacing a lifestyle hero video with a benefit-led one increased conversions by 26%.
Side-by-side A/B test comparison of the DiamondBack homepage hero, with the Control showing a family by a campfire and the headline ‘Keep your gear secure & dry on whatever wild adventure you dream up’, versus the Variation showing a close-up of a truck bed cover with the headline ‘The most secure, storm-proof folding bed cover ever built’.

DiamondBack Covers manufactures premium, American-made aluminum truck bed covers. Known for their rugged, lockable designs, they sell direct-to-consumer and have a loyal following among truck owners who need serious protection for their gear.

Research: Is it secure truck covers or outdoor adventures?

When we asked real customers the main reason why they bought and valued DiamondBack Covers, one answer overwhelmed all the others. Security.

Horizontal bar chart titled ‘What was the main reason you purchased a DiamondBack Truck Cover?’ showing Security as the dominant response at roughly 43, far ahead of Durability, Quality, and Load capacity on top, with Appearance, Weather protection, American made, Reputation and reviews, Versatility, and Other trailing.

Security, it turned out, was also front and center in the headline on the homepage:

Keep your gear secure & dry on whatever wild adventure you dream up.

The headline sat superimposed above a beautiful video that showcased those same adventures, including campfires, sand dunes, and mountain trails. The video was beautifully shot. In fact, it was so well done that some visitors were confused about what the company was selling.

During our user testing, participants said:

“A lot of this content on this video is confusing to me in the context of you’re just selling covers. Is it outdoor adventures or is it truck covers?”

“Perhaps the homepage video showcases more covers and less outdoor activities.”

Even though the existing headline highlighted security, the video led with adventure. Not only was that message distracting, it also pushed more relevant content off the screen for some users.

How could we better match the video’s “cover story” to the value proposition that real customers cared about most?

The original page (or control)

Here’s the original page, including a lifestyle video of camping, off-roading, and outdoor adventures.

DiamondBack homepage hero control featuring a family gathered around a campfire in the woods with the headline ‘Keep your gear secure & dry on whatever wild adventure you dream up’, emphasizing lifestyle and adventure over product features.

And here’s the video that played behind that headline (without the copy):

The tested page (or variation)

Here’s the tested page, including a new headline, subhead, and video.

DiamondBack homepage hero variation featuring a close-up of a rugged truck bed cover with the headline ‘The most secure, storm-proof folding bed cover ever built’ and the supporting line ‘Tested and proven in extreme conditions’, emphasizing security and durability.

Here’s everything we added:

  • A benefit-led headline: “The most secure, storm-proof folding bed cover ever built.”
  • A direct supporting line: “Tested and proven in extreme conditions.”
  • A solid background to the “Shop Truck Covers” CTA to improve legibility.
  • A product-focused hero video to visibly demonstrate the cover’s security, weatherproofing, and durability.

Working with the team at DiamondBack Covers, we repurposed clips from elsewhere on the site to support the benefit-led hero video. Here it is (without the copy):

In addition, the mobile version of the page featured its own video:

Result: Conversions increased by 26%

During the test, we observed a 26% increase in conversions.

Bringing the product’s real strengths above the fold gave buyers what they’d already told us they came for, and they responded.

A short video interview with the client

Having previously worked with DiamondBack Covers, we were extra delighted to welcome them back for a second engagement. Here’s what they said about their first experience of working with us.

“It translated into literally millions of dollars of increased revenue for us,” says Brandon Moist, Chief Sales and Marketing Officer of DiamondBack Covers.

What’s next

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of DiamondBack Covers’ business and then to other clients.

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to DiamondBack Covers for letting us share these insights (and for being such a great team to work with).

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