Testing Idea – Optimize your Headline

Testing Idea – Optimize your Headline

Do Your Research

I am often asked what has the biggest influence on the success of a landing page. Invariably it comes down to the headline. With this single line of text, you can:

  • Introduce your customers to your offer
  • Intrigue them
  • Turn them off
  • Qualify them
  • Get them excited
  • Make them sad
  • Create desire
  • Create demand
  • Hook your customers
  • Scare your customers
  • and many more things

What to A/B test?

What your headline says flows into the rest of the offer. But without a captivating headline, your chances of actually getting your prospects to read the rest of your offer diminish drastically.

Things you could test?

  • Word Length
  • Style
  • Aggressiveness
  • Font Size
  • Appeal Type
  • Color
  • Font Face
  • and more…

What about your success metric?

A successful headline will not automatically close the deal. Your indication of success might be sales revenue, or leads generated. Or maybe not. Maybe just time spent on the site which you can measure in Google Analytics when connecting it to Convert. Are you “captivating” the audience? That might be the best measure.

Originally published July 20, 2014 - Updated July 17, 2014
Dennis van der Heijden
Co-founder and CEO of Convert.com passionate in building communities that care. Trying to make that happen inside and outside Convert. I love working with my team to make our A/B testing software better for agencies and e-commerce clients.
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