Tag Archives: headlines

More proof to test your headlines religiously

Those who have been in direct response already know this, but for the uninitiated, heed this advice: You should spend as much time on your headlines as you do on other creative elements … maybe more!

Below is a terrific example. It’s an A/B test where the only difference in these two pay-per-click (PPC) ads is the headline. One caused 34% more visitors to fill out and submit the lead generation form. The test, conducted over the course of a month to a 99% confidence level, is more evidence to look at headlines as a type of persuasive secret weapon.

With this one set of test results (you can read which was the winner by visiting Anne Holland’s Which Test Won?), the client was able to optimize their PPC lead generation program to a stunning degree. Think of it. They are spending 66 cents on the dollar now for their leads, compared to money spent on the “losing” headline.

So which is it? Find out for yourself. Then remember that every online marketing effort you conduct should be a chance to learn more and reap the savings.