I have never liked to test small changes with my clients because I know testing bigger concepts get bigger wins. With that said, it’s important to remember that no matter how fantastic your design may be, your product or service won’t sell unless you’re providing the right content to your audience. That’s right—you have heard it before—content is king.
A good design will always be important since users form a snap judgment about your website and its content, but what happens if they don’t bounce? They read (or scan) your site. You can’t simply create a good design and write content that you think will sell. You need to write content that will actually sell.
Why should you test headlines?
If you want some of the best advice on the art of writing headlines, I suggest you turn to copywriting legends such as John Caples and David Ogilvy. If you want to get started today, here are 5 quick tips:
5 easy tips for writing a headline worth testing:
Once you have reduced your headlines down to the best variations, find the right place to test and watch the effects on your conversion rate. You may find yourself shocked at the results, but a simple headline test really can have a significant impact.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Breanne Maliniak is a user experience and conversion rate optimization consultant. With over 5 years of experience in the digital space, her passion is balancing business and consumer needs to improve her clients’ profitability. With years of consulting for clients of all sizes in B2B and B2C industries, she firmly believes that a company’s success relies on happy customers and works on helping organizations discover and connect user experience to every facet of their business. By doing extensive research, Breanne’s passion for creating targeted data-driven optimization strategies has led to successful projects with marquee clients such as SAP, Four Seasons Hotels & Resorts, Yves Saint Laurent, Hewlett-Packard and Aberdeen Asset Management. In 2010, Breanne was recognized with the HSMAI Adrian Award for the Best Search Marketing Strategy.
March 19, 2014