Win Report: How research-inspired bullets grew conversions by 12%

Published: July 2024

Win Reports help you to grow your business by showing our methodology at work. Each article highlights 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 we used research to improve the effectiveness of four bullets on the product page and grew conversions by 12%.

The original and variation screens for this test.

Have you ever wanted to become a Lord or Lady? If so, Highland Titles offers souvenir plots of land in one of two nature reserves in the Scottish Highlands that grant you the title. Customers can visit their land in person or use the company’s augmented reality app. The plots make popular gifts and have been featured by Forbes and Good Morning America.

Research: Learning from surveys

If you’ve read our article on Golden Questions, you know the power of talking to those who have already purchased your products. As part of our research for Highland Titles, we surveyed existing customers, looking for the factors that persuaded them to buy.

When we asked what appealed to them about Highland Titles (before seeing the website), the preservation aspect came through very strongly.

The graph showing that ‘Nature conservation’ and ‘Obtaining the title’ were the top two attractors.

The importance of conservation was also reflected in the comments that customers made. They said things like:

“The idea of having a tiny piece of Scotland to protect and preserve.”

“The idea of preserving land.”

When we asked them what persuaded them to buy from Highland Titles, conservation was again rated highly, beaten by just one category:

The graph showing that ‘Nature conservation’ was second only to ‘Reviews & recommendations.’

By contrast, when we asked existing customers what nearly stopped them from buying a plot, there was no clear reason aside from price, which is almost always the number one objection.

However, some customers and prospects did question what they would get beyond a certificate, especially if it wasn’t practical to visit the nature reserve.

How could we use these insights to improve the site’s conversion rate?

The original page (or control)

Here’s the original Buy a Plot page. While it allows users to select their plot size, it also offers an opportunity to highlight the most persuasive appeals.

The original page included a bullet box on the right-hand side.

The full original page with the original bullets (as written below). — The Control: The bullet box (right) lists what’s included.

The original bullet box read:

All gift options include:

A souvenir plot of land
Become Laird, Lord or Lady of the Glen
FREE worldwide shipping
Instantly available download for last-minute shoppers

The tested page (or variation)

For our variation, we tested an alternative sub-heading for the bullet box, along with four new bullets.

The full variation page with the new bullets (as written below). — The Variation: New bullets inspired by the research findings.

The new sub-headline reframed the list from what’s included to “Top reasons to get a genuine Scottish souvenir plot today.” The full copy read:

Top reasons to get a genuine Scottish plot today:

Show off your official certificate of Lord or Lady
Access our unique augmented reality app
Help with the conservation of the land
We’re rated 4.6/5 on TrustPilot after 16,000+ reviews!

Let’s break down these changes:

Show off your official certificate of Lord or Lady
Although this is similar to the original second bullet, the “show off” adds an element of future pacing that wasn’t there before. What’s the point in having a “title” if you, or the gift recipient, can’t show it off? That’s a big part of the fun.
Access our unique augmented reality app
The Highland Titles app adds value beyond the certificate, allowing customers to locate and view their plots and add augmented reality models like castles and crowns.
Help with the conservation of the land
This bullet reflected the appeal identified in the research. Of course, this personal appeal to the purchaser might not be so relevant if a plot was purchased as a gift.
We’re rated 4.6/5 on TrustPilot after 16,000+ reviews!
The last bullet doubled down on social proof, leaning into the importance of reviews and recommendations. Highland Titles is highly rated by its users.

It’s easy to change the copy on a website, but knowing what to change can make a big difference. Let’s see what happened.

Result: Conversions increased by 12%

During the test, we observed a 12% increase in the conversion rate and a 27% increase in revenue for the variation.

For more on social proof, see our Copywriting Friday article, “Oh Yeah? Prove it!”

What next?

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of Highland Title’s 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 Highland Titles for letting us share these insights (and for being such a great team to work with.

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