Creating a more effective headline is one of the easiest ways to make a significant lift in any experiment — it doesn’t require teams of developers or the latest technology to make happen.
What it does take, however, is applying the five key principles of effective headlines.
MECLABS, the parent company of MarketingExperiments, determined these key principles based on more than 15 years of testing and research. These actionable insights were revealed during the most recent MarketingExperiments Web clinic, which featured 12 experiments reviewing 34 total headlines. Watch it here.
In this blog, we’ll illustrate these five principles by looking at one of the tests featured in the clinic.
Background: A survey company offering to pay its members to take surveys.
Goal: To increase the amount of people taking surveys.
Research Question: Which panelist registration page will have a higher conversion rate?
Test Design: Which page/process will generate the most conversions?
The Control had no headline.