If you’re building a B2B app to manage payroll, “Cloud hosted SaaS payroll for your business” is not a good headline. “Spend less time worrying about payroll” i

If you’re building a B2B app to manage payroll, “Cloud hosted SaaS payroll for your business” is not a good headline. “Spend less time worrying about payroll” is a better one. “Cut payroll management costs by 37% instantly” is even better. From my experience, the user needs to first know what your product is. After that, you can sell the benefits. Benefits are not easily understood without knowing what the product is. You should get better results with "Hosted payroll for your business" on the frontpage than "Cut payroll management costs by 37% instantly" (Unless of course all your visitors are already aware of you and what you do - this is never the case). The "Cut payroll management costs by 37% instantly" should be used on the "take a tour" page to describe the benefit and drive conversions. I'd be curious to know if you have any stats related to this that you can share? It seems a bit counter-intuitive that a "flat" descriptive headline is better than flashy benefit, but the data I've seen shows that.