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Home arrow Site Optimization arrow How to Write Headlines That Convert
How to Write Headlines That Convert
Wednesday, 16 September 2015

Key discoveries from a meta-analysis of 15 years of behavioral research

Thursday, September 17, 2015



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Synopsis

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Topic: How to Write Headlines That Convert: Key discoveries from a meta-analysis of 15 years of behavioral research

A first impression is essential when getting to know something unfamiliar – such as a person, a new place or a book. Why would a website be any different?

While there are many elements on a webpage that impact a customer's decision, arguably the element with the most force is the headline. Not only is the headline essential in decision-making, but it’s also such a simple thing on your page that you don’t need special skills to change it.

In this Web clinic, we had three writers perform a meta-analysis of more than 15 years of behavioral research measuring real customer reactions to websites and campaigns including B2B, B2C and nonprofit brands.

We shared key discoveries from this meta-analysis to help any marketer — no matter how much or how little copywriting experience they have — create more effective headlines. We also revealed a headline test that resulted in an 816% increase in conversion from knowing the cognitive psychology of the customer.

View the free on-demand clinic replay, or listen to the audio recording (mp3), to learn more about determining whether or not personalized messaging is the right fit for your campaigns.

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About This Brief

Credits:

Presenters
Ben Filip
Austin McCraw

Writers
Ken Bowen

Video Production and Editing
Dennis Beard
Brent Knauff
Tara Marotta
Luke Thorpe

Technical Production
Steven Beger
Shelby Dorsey
Jessica Lorenz
Regina Love
Christine Risberg
Joey Taravella

 


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