In this episode, we dive into a recent landing page experiment where a single formatting change—switching the main H1 headline from sentence case to ALL CAPS resulted in a 59.82% increase in leads for a mortgage broker's website. We break down the test methodology, the results, and the psychological reasons why this simple, low-effort tweak outperformed the status quo.
Key Talking Points
- The Experiment Setup: We ran an A/B test over 23 days with 216 visitors from Google Ads. The only variable changed was the H1 headline; every other element (form, photos, content) remained identical.
- The Results: The ALL CAPS headline generated 59.82% more leads per click. Conversely, when the sentence case version was live, the blended cost per lead increased by 59.39%, and the conversion rate dropped by 21.10%.
- Dispelling the "Shouting" Myth: Contrary to the belief that ALL CAPS feels like shouting or aggressive, bounce rates were identical. Visitors didn't leave the page; they actually spent 27.54% longer on the ALL CAPS page, indicating higher engagement.
- The Psychology of Clarity: Capital letters are processed faster by the brain because their shapes are more distinct and uniform. In a high-stakes search context where visitors have one question—"Am I in the right place?"—ALL CAPS provides instant clarity and signals authority, much like road signs.
- The Caveat: A headline change is not a "silver bullet." This experiment succeeded because it was backed by a high-quality page, including 5-star Google reviews and content tailored to user intent. The headline simply served as a more effective first impression.
Actionable Takeaways
- Run Your Own Split Test: If you're running Google Ads, create a duplicate landing page with a capitalized headline and split your traffic.
- Monitor Performance: If you aren't running ads, simply apply the change and track your leads over the next 30 days.
- Low Effort, High Impact: This is one of the lowest-effort tests you can run. No developers or designers required—just hit Caps Lock on your headline and measure the results.
Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.
