Do body copy A/B tests work on homepages?

About the same as anywhere else. Body copy tests win 14% of the time on homepages, against 11% across all page types. This page neither helps nor hurts the change type.

It is not the best use of a test slot on this page though. Layout tests win 27% on homepages on 100+ tests.

The numbers

	homepages	all page types
Tests analysed	100+	250+
Beat control	14%	11%
No measurable difference	69%	—
Lost to control	17%	—
Median lift when it won	+10.3%	—

Median traffic per variant was 4504 visitors.

What else is worth testing on homepages

change type	win rate on homepages	tests
Layout	27%	100+
Hero image	18%	50+
Price framing	16%	49 tests
Social proof	15%	50+
Styling	15%	500+
Body copy (this page)	14%	100+
Split URL	14%	100+
CTA copy	11%	100+
Headline	10%	250+

Only change types with at least 30 tests on homepages appear here.

What counts as a body copy test

Supporting paragraph text is rewritten, shortened or expanded. Headings, images and CTAs are untouched.

Control and variant wireframe for a body copy A/B test — Control on the left, variant on the right. For how this differs from adjacent categories, see the body copy benchmark.

Body copy tests that won on homepages

description stating Mida is a lightweight A/B testing platform for websites with easy GA4 integration and unlimited testing via visual and code editors
Truncates each product box title to only its first word, and hides price/buy button elements while resizing product boxes
Hides original paragraph text and replaces it with a bulleted feature list with checkmarks and highlighted sub-copy
Hides the first nav menu item and renames the second nav item to NEW

Body copy tests that did not

membership pitch and feature list: headline offering TSA PreCheck plus related filing and future documents, subhead emphasizing one membership with unlimited filings and no per-document fees, followed by included and everything-you-can-file sections listing free filing, new or renewal, certified copies
Descriptive intro copy inviting guests to stay at a historic hotel in Leeds, highlighting landscaped gardens, friendly service, and spa relaxation
Renames a navigation menu link to a tips-and-how-tos label

These are individual tests, not rules. Each ran on one site, with one audience, against one page we are not showing you. They are picked to be illustrative rather than sampled at random, and a change that won here can lose on your page for reasons none of this captures. Read them as prompts for what to test, not as findings to copy.

Who ran these tests

This is every Mida account that ran a readable test — in-house marketers, founders, product teams, and agencies working on client sites. Nothing here is filtered by who ran the experiment or how experienced they are.

Low win rates are normal in experimentation, including at the top end. Microsoft's experimentation team, reporting on its own platform, found that only about one third of ideas improve the metric they were designed to improve — and that roughly another third actively hurt it. That is a dedicated experimentation organisation with research, prioritisation and review behind every test.

A mixed population like this one runs below that. The gap is roughly what disciplined practice buys you: ideas grounded in research rather than opinion, one variable at a time, and tests built so the result can actually be read.

So treat these as a general base rate, not a target. If you would rather not close that gap the slow way, find a CRO agency in the United States, the United Kingdom, the Netherlands or Australia — or browse every region.

A win is a variant that beat its control on that test's primary goal with a statistically significant result. Tests that never got enough traffic to say anything either way are excluded. The methodology has the full detail, including what these numbers cannot tell you.