This week’s post is about a headline test I came across this week on the Lead Pages blog—the test resulted in 22% more response from a registration page.
The only change made was to the headline…
Original headline: “How I Sold $2,442,832.00 on Low-Tech Webinars”
Second headline: “New Free Training: How to Create a Webinar That Sells…in 28 Days or Less”
Which do you think won out?
It was the second: “New Free Training: How to Create a Webinar That Sells…in 28 Days or Less”
According to the Lead Pages blog post, “In the month that this test ran, the first headline that read: How I Sold $2.44 Million… attracted a conversion rate of around 33%. The winning headline that read: New Free Training… brought in a conversion rate of 41%.”
More importantly, why do you think this was the case? I have to admit when I first read them both, the first was very tempting for me to choose, BUT then I put myself in the prospect’s shoes.
Here is why I think the second won out:
1) New FREE TRAINING screamed out at me. If you are a prospect looking for an answer and you see a FREE resource that could help you get there…you’re going to take notice. I think these words got attention.
2) “How to…” always gets attention. How-to-do (fill in the blank)—is a great way to start a headline because the reader wants to know “How to” do what you did to solve his problem or get results. In this case, it was about creating webinars that sell…make the prospect money.
3) “In 28 Days or Less”—Adding this time element to the headline speaks to the prospect. “Wow, I can learn how to do this and see results in less than a month?” This seems like a short amount of time to wait for the answer to his problem.
4) The headline FOCUSED on the prospect and his problem—even though there was no actual “you” language used in the headline, it was an implied “you”…compare this to the original headline (which I think was a good headline), but it was about “I”…not so much about “you”!
Although, “How I Sold $2,442,832.00 on Low-Tech Webinars” is intriguing, especially with numbers like that, it was not about the prospect, but about the person holding the webinar.
Even if the webinar is about the prospect, the words in the headline are more “I” focused rather than “you” focused and this sends a message even subconsciously to the prospect.
So, what are your thoughts on this headline test? Were you surprised? Do you agree or disagree with my analysis? Talk to us!