Lab · Site CRO

Home H1: authority-led vs outcome-led positioning line

Started Apr 01, 2026

Lab · Site CRORunning

Home H1: authority-led vs outcome-led positioning line

Hypothesis: An authority-led H1 (naming the research focus) will produce more About-page click-throughs and more contact-intent events than an outcome-led H1 (naming a business result).
Result: Running — reporting at end of quarter with wide intervals given traffic volume.
Delta: —

Method

Cookie-hashed 50/50 split at the home route. Variant A: 'Director of Growth researching how answer engines cite the web.' Variant B: 'I help B2B teams get cited by answer engines and lift conversion.' Primary metric: About-page CTR from home. Secondary: contact-intent events (mailto + LinkedIn from Contact/About/author cards). Guardrail: newsletter signup rate.

Result

Running — reporting at end of quarter with wide intervals given traffic volume.