Professional Services suits this change better than most industries do. Body copy tests win 11% there against 6% across all industries. Within Professional Services that is roughly par — the industry as a whole runs at 12% — so it is a good place for body copy rather than the best thing to test here.
The strongest change type we can measure in Professional Services is Layout at 28% on 32 tests tests.
Small winner set. Few of these tests cleared the bar. The 95% interval on that win rate runs 4% to 25%, so read the figure as directional.
| Professional Services | all industries | |
|---|---|---|
| Tests analysed | 36 tests | 250+ |
| Beat control | 11% | 6% |
| No measurable difference | 69% | — |
| Lost to control | 19% | — |
| Median lift when it won | not reported | — |
Median traffic per variant was 2208 visitors. Most ran on homepages (27), product pages (5), content pages (2).
| change type | win rate in Professional Services | tests |
|---|---|---|
| Layout | 28% | 32 tests |
| Body copy (this page) | 11% | 36 tests |
| Styling | 10% | 100+ |
| Split URL | 10% | 50+ |
| Headline | 8% | 50+ |
A win rate only means as much as the thing being counted, so this is what these tests were actually optimising for.
| measured outcome | share of tests |
|---|---|
| Purchase / order complete | 43% |
| Lead / form submission | 15% |
| Reached a later funnel step | 10% |
| On-page click / engagement | 10% |
Outcomes below 5% of the set are not listed, so these do not sum to 100. Too few tests in this exact cut to break out on their own, so this is the whole industry. How the outcome was measured moves the win rate a lot — see the methodology.
These rates are not like-for-like. How often a test wins depends partly on what it chose to measure: a goal that records a soft signal — a click, a scroll — clears the bar more often than one that records a purchase. Across this data, tests measured against a proxy goal win 13%, against 9% for tests measured against a business outcome.
Categories differ a lot in that mix — proxy goals account for anywhere from 2% to 41% of a category's tests.
Hold the metric fixed and the spread narrows sharply. Comparing only tests measured against a business outcome, the gap between the highest and lowest category falls from 9 points to 6 — at which point the intervals overlap and the categories are not statistically distinguishable.
So read the table as a description of what happened, not as a ranking of what works. If you want the comparison to mean something, compare categories that were measured the same way. The methodology page has the full breakdown.
The industry overview is at Professional Services benchmarks; rates across all industries are on the body copy benchmark.
Supporting paragraph text is rewritten, shortened or expanded. Headings, images and CTAs are untouched.
The headline area added a body copy section with survey stats and key findings, while the report badge and cover image were removed, along with the decorative graphic shapes near the form.
The numbered list item changed from a general benefit to one that said people could avoid an in-person visit to the Social Security office.
The original membership pitch and feature list were replaced with copy that offered TSA PreCheck plus related filing and future documents, and explained one membership with unlimited filings and no per-document fees, including free filing, new or renewal, and certified copies.
The subheadline changed to stress that the passport application could be done at home without visiting an office.
The disclaimer text was rewritten to add a disclosure that the brand was a private company, not a government agency.
The money-back guarantee text was replaced with a generic refund-guarantee statement.
The payment plan labels and descriptions were rewritten, and the disclaimer text was reformatted by replacing line breaks with periods.
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.
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.
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