The bullet list improvements had a massive effect on visitor behavior. A 25% increase in opt-ins means thousands of additional email marketing opportunities per year for Precision Nutrition.
This visitor segment (fitness pros looking to be certified) is already a motivated bunch, but the bullets amplified their already-high motivation.
It was a “clean” set of results. You’ll notice that the 3 winning recipes all include the new layout for the bullets.
The headlines appear to have little impact on these visitors, with the conversion rate range from lowest-performing winner to highest-performing winner at just 3.3%. Time to test more headlines!