14,304
visitors split across both experiences
One page, two versions, one verdict.
I rebuilt Fitbroidit's landing page around food people actually want to eat, then tested it against the original with 14,304 visitors. Sign-ups fell. Lead-to-client conversion more than doubled.
See full website
14,304 visitors tested
+126.62% lead → client
10 days · July 2026
fi-FI Finnish market
A slow scroll through the tested variant: the specific promise, human proof and a single primary action.variant b
+126.62%
lead-to-client conversion for the variant
11 vs 6
clients won, despite fewer variant leads
95.95%
probability that B won on lead quality
01 Context & challenge
The page was generating interest. The business needed intent.
The control looked like performance fitness, with dark texture and neon green. It moved quickly from promise to proof, attracting many sign-ups with weak buying intent.
I tested a calmer page with a food-first idea and more detail before the application. The business question became simple: which page creates more clients?
Diagnosis, the control
×"Make it permanent" named the outcome without explaining why this coaching was different.
×The fitness look risked filtering out people who did not identify with the category.
×Results appeared before the page had explained the method.
×The quiz interrupted the story before the application felt earned.
Control, attention firstA
The full control experience: a broad permanence claim in a high-intensity fitness frame.control
Variant, mechanism firstB
The full tested variant: a concrete food-first promise with human and numerical proof.variant b
02 Getting to the test
The coaches said no first.
The coaches disliked my direction at first. Their old page had worked at launch, and the calmer approach felt wrong for the audience they knew.
The KAM showed that the audience had shifted. I used my audit to propose an A/B test, so visitors could decide. Once the coaches agreed, their answers to my branding questionnaire shaped the variant's voice and claims.
How the decision got made
1Skepticism. The coaches doubted the new direction fit their brand, their current approach had won before.
2Evidence. The KAM's data showed the target audience had shifted since launch.
3Audit & roadmap. I audited the page and presented the full plan, ending in an A/B test proposal.
4Approval. Coaches and KAM signed off, the test, not an opinion, would settle it.
5Briefing. The coaches completed the branding-overview questionnaire that grounds the variant's copy.
03 Hypothesis & strategy
Make the method desirable before making the offer.
Fitbroidit's difference was already inside the service: enjoyable food adapted to real life, with a coach who keeps the plan working. I made that the page's main idea, expecting fewer casual leads and stronger intent.
1
Reframe
Move the problem away from discipline and toward plans that are too punishing to sustain.
2
Name the mechanism
Position delicious food as the engine of adherence, not a compromise inside a diet.
3
Sequence belief
Problem, mechanism, founder story, method, proof, offer and application, in that order.
4
Let people qualify
Use specificity and detail to help the right prospects continue and the wrong ones leave early.
04 What changed
The scroll became the sales conversation.
I delayed the application until the page had explained why the coaching felt different and shown that it worked.
01 · Reframe the problem
Stop fixing willpower. Start fixing the food.
The variant points to rigid plans that ignore appetite and real life. That gives the reader a problem the coaching can actually solve.
✓Lower defensiveness before presenting the method.
✓Make the new mechanism feel like relief, not another rule set.
belief shift → "I am not broken; the plan was."
02 · Productize the method
Three stages turn coaching into a system people can picture.
"Personal coaching" is vague. Muutos-Metodi gives the service a shape people can picture and remember.
✓Translate an ongoing service into a visible journey.
✓Show that support continues after the initial plan.
vehicle belief → "This is a process I can follow."
03 · Sequence proof
Proof lands harder after the mechanism is believable.
Client results appear after the method, where they can support a story the visitor already understands.
✓Pair outcome proof with the explanation that makes it credible.
✓Use real-life language instead of perfection or quick-fix framing.
proof sequence → mechanism, then evidence
04 · Reveal the offer
What people get, and why it matters.
Meal planning, training, coaching and the app arrive once the page has explained what makes the approach different.
✓Connect every deliverable to adherence and continuity.
✓Keep one primary path: apply for coaching.
offer logic → value first, inventory second
05 Experiment results
The variant traded lead volume for lead quality.
Across 14,304 visitors, B generated fewer sign-ups. The leads were much stronger: lead-to-client conversion rose from 6.74% to 15.28%.
Visitor-to-client conversion moved from 0.09% to 0.15%, but that metric did not reach the same confidence threshold.
Visitor → lead
−21.71%
1.27% → 0.99%
Control wins94.01% probability
Lead → client
+126.62%
6.74% → 15.28%
Variant wins95.95% probability
Visitor → client
+77.43%
0.09% → 0.15%
Inconclusive86.83% probability
Experience
Visitors
Leads
Clients
Control A
7,035
89
6
Variant B
7,269
72
11
What can be claimed: B is the winner on lead-to-client conversion. It produced 11 clients from 72 leads versus 6 from 89. The 77.43% end-to-end lift is promising, but with 86.83% probability it remains directional rather than conclusive.
06 What the test taught
The outcome is a new client.
This test changed how I judge landing pages. The first conversion can fall while the business result improves.
01
Follow the whole funnel.
The closest useful business outcome should lead the decision.
02
Let the page filter.
A specific offer gives the right people a reason to continue and lets others leave early.
03
Report the uncertainty.
The lead-quality result won. The end-to-end lift remains inconclusive.
Next case · 03 · ABLab
Our test results lived in screenshots. I built them a home.
The A/B-testing tool behind this experiment's verdict.
