The Problem
Most websites say things that sound nice, but don’t actually say anything.
Take this one:
“Obsessive About Design – Watches of Excellence.”
Sounds impressive, right? Except… it doesn’t mean much to someone deciding whether to spend their money.
When we spoke to real customers, we found the actual problem:
People weren’t convinced the watches were good quality—because they were surprisingly affordable.
So no matter how many times we said “excellence,” it didn’t land. The message and the price didn’t add up. That disconnect was killing trust.
We tried several headlines but ended with one that we felt was what customers actually needed to hear:
“Luxury watches to fit your style & budget.”
Here's what happened:
50% more people clicked
We ran a split test on the homepage banner. The new line increased clicks on the main CTA by 50.14%. Not a small tweak—a big shift.
Then we looked at purchases
Same test, tracked to sales. This version saw a 16.39% increase in conversions.
Confidence level was 84.6%—not perfect, but strong enough when you consider:
- It matched what users were telling us
- It aligned with behaviour (clicks + sales)
- The risk of sticking with the old headline was higher
The client agreed. They didn’t just change the website—they started using the new line in everything: ads, emails, social.
The takeaway?
You can’t convince people with vague words.
You convince them by understanding what they’re unsure about—and addressing it, clearly and honestly.
This is what we help our clients do every day.
The Results
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After
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