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28 Days to Better Landing Pages – Day #15: Testing Headlines And The Breakdown of Headline Copy

TIP:  After you understand what button copy works the best on your page, make sure that you A/B test your headlines on your landing pages.

The key to any good headline is to make sure you are explicitly clear in the value proposition of your product or service.  Many times, you see that headlines can be very abstract,  dismiss-able, and lead to overall confusion of what the benefit of the product or service really is.   When writing the headline, be clear, direct, to the point, and make sure you answer the users ultimate question – “What’s in it for me?”

For Example:

Headline Number 1:  Did you know that choosing to eat the right meal 2 out of 3 times a day could help you lose weight!

The problem with this headline is the lack of clarity about what the product is trying to do.  Introducing doubt with words such as “did you know” and “could” are problematic in the fact that they lead to uncertainty in the overall outcome of the product.  It should read something like this:

Headline Number 2.   Eat 2 of these 3 meals a day and lose up to 15 pounds in 1 month.

Here we have a direct statement of action and a direct result of the action coupled with a time frame of the desired result.  With the time frame comes the fact that you will lose weight by choosing to eat 2 out of the 3 meals a day.  There is also a hidden value that is more geared toward a perception rather than a fact (isn’t that what marketing really is?).  The assumption here is I only have to eat right 66 percent of the time and I will still lose weight.  So now the user has choices of when to eat good and when not to.  Also, the use of numbers in a headline significantly increase the ability to associate an outcome with a specific need or want (emotion).

All of these things combined make a better headline.  The real secret to this is to never stop testing.  Once you find a headline that works, make sure you continue to use it but slightly modified to get better results. Even 1-2 percent lifts over time, with the right amount of traffic, can lead to significant increases in bottom line revenue figures.

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