Landing Page Testing: The Headline Edition
I must have written 10,000 posts and articles at Website Magazine and one thing always manages to catch my attention as something that can make or break the success of an article - the headline.
Headlines are just part of how consumers interact with a business on the page and can mean all the difference when it comes to understanding/comprehension.
Developing headlines can be really difficult, particularly when it comes to testing. Ideally, you'll have a perfectly stable source of traffic that can be used to analyze your assumptions, but headlines provide a perfect opportunity to determine if you're really doing all you can to maximize leads/conversions.
So what should you remember when crafting headlines, and specifically, crafting headlines for the purpose of conversion rate optimization? It ultimately comes down to the approach.
A benefits-focused approach for example might communicate the benefits of a product or service (presented clearly and without any confusion as to what the end-users or customer is going to get). Another option might be to focus on being descriptive, telling the audience what it is (Twitter, for example, might have a really hard time with this).
These approaches tend to use logical arguments - sharing "truths" about a product or service but there are yet other techniques that can be employed; and they may even provide a better response. Taking an "emotional" approach to headlines, for example, would try to express a "feeling" the consumer would receive from using the product or service. We're ego-driven, so an emotional approach works.
Another approach outside of the "logical" is that of showcasing the legitimacy of the service provider or product seller - instead of a headline such as "Make One Million Dollars Overnight!" you might opt to use "The Money Making System Used by Millions". That'a subtle difference but an important one.
What approach would you recommend to others looking to improve their landing page headlines?