If anyone wonders, Unionen (literally "The union") is the second largest trade union in Sweden, with roughly half a million members. It was formed in 2008 by the merger of two older unions (HTF and SIF).
This isn't just a test between paragraph and bullet format, though. I found the bulleted text to be much more meaningful. The paragraph talked about why the union was great (we're big, we want to make life better, etc). The bullets talked about what they could do for you (actionable things like job coaching, and "Income insurance that guarantees you 80% of your salary"). The text within the bullets is much more compelling!
They should report whether 5.3 is statistically different from 4.6 given the two sample sizes.
Now just let me alter those statements for you and explain to the swedish workforce why unionen et'al was one of the big reasons we now have a reality of losing volvo, saab and sony-ericsson from swedish borders. That would REALLY make a difference.
Well yea, the second example "talks in their terms". When you're talking to a potential customer you should always be trying to use their perspective and not yours. You don't even need A/B tests to work that out.
Somebody just made a conservatively a few million bucks in about an hour's worth of work.