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.
I’ve been following the site Anne Holland’s* “Which Test Won?” for a while, and was particularly intrigued at this test, for several reasons.
As you’ll read if you take the test, one achieved a better email open rate and click-through-rate, while the other was more effective at inducing purchase.
Can you guess which is which, and why?
I guessed correctly. One would hope, given my background. You can read my rationale in the comments section, which becomes available once you vote. Don’t be disappointed; at least when I took the test, a clear majority guessed incorrectly.
Full disclosure: Sony Creative Software — and Kevin St. Angel, their director of ecommerce extraordinaire — was a client of mine in a “past life.” My policy of never talking about client work in this blog doesn’t come into play here.
It’s not that they are no longer a client. That wouldn’t matter. But since Sony has made this test public I feel free to discuss it and encourage further discussion on Anne’s site.
Good luck taking the one-question test!
* If Anne Holland’s name sounds familiar, it’s because, among her other accomplishments, she is the founder of Marketing Sherpa.