Case Study: SplitBase achieves a 27% increase in flagship product conversions with Convert.com

The benefit-driven headline that led to a 27% increase in the conversions for an e-retailer's flagship product

BestSelf Co., the e-retailer behind the Self Journal, was losing shoppers to a high bounce rate on its flagship product page. SplitBase was brought in to investigate using heatmaps, polls and surveys, which showed users weren’t scrolling past the fold and didn’t clearly understand or trust the product’s benefits.

SplitBase tested benefit-driven headlines that used the word “professional” plus social proof (two variants vs the original) in an A/B test (~20,000 visitors per variant over 4 weeks, 98% confidence) using Hotjar, Google Analytics and Convert. The winning headline—“Join 172,783+ professionals who achieved their goals by using the Self Journal”—lifted conversions 27% overall (74% on desktop) and increased add-to-cart rate by 13%, proving a single targeted headline could unlock significant revenue.

SplitBase

Raphael Paulin-Daigle

SplitBase