See if giving the visitor more control leads to better conversion (more conversion and higher quality ones.)
After the headline ask the visitor to click on one of the following sub-headlines. Each will show them the sales letter with its different parts (benefits, features, testimonials, etc.) in a different order on the page.
More choice is attractive to customers, but at the same time reduces their conversion rate – more people see, but fewer people buy.
If you have an e-commerce business, show to each visitor only a limited choice of products (based on their previous behavior, demographics, etc.) Allow them to search or ask for more options, but only show them a limited list of products on the page (preferably no more than 6.)