A single line of copy can make (or break) a sale  

For Infinite Age’s flagship landing page, we experimented with headline variations that sharpened clarity, matched brand tone, and injected a sense of urgency. The payoff? A 35% jump in completed purchases and a 6% lift in on-page engagement, translating to an extra $29,715 in monthly revenue.  

Opportunity

Infinite Age’s hero section spoke in lofty wellness slogans that felt good but failed to answer the shopper’s first question: “Why should I stick around?” Our heuristic analysis found:  

• Above-the-fold real estate was crowded: headline, social proof, and imagery all competing for attention.
• Users arriving from paid ads bounced within seconds if the headline didn’t immediately echo the promise that brought them in.
• Voice-of-customer transcripts kept circling back to a simple need: clear, credible benefits fast.

With paid acquisition costs rising, Infinite Age needed a quick win that proved experimentation could pay for itself within the quarter.  

Solution

The UVP-First Premise: Instead of tinkering with design, we applied one core belief:

"If the first line above the fold nails a concrete, benefit-led UVP and hints at immediacy, visitors will give the rest of the page a chance to persuade them."  

Guided by that premise, our copy specialist drafted two headline options, all under 12 words, all anchoring on the supplement’s main outcome and adding a light urgency cue. Only the headline changed; everything else stayed identical. Traffic was split evenly for ten days.  

Result

The lift paid for the entire CRO program in under two weeks and proved that sharpening the UVP, without code or design debt, can unlock outsized gains:  

   
• 35% completed purchases (95% confidence)
• +6% deeper engagement - more scroll depth and CTA clicks
• $29,715 incremental revenue every month