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5 Variables to Test on Your Landing Page Headlines - Invesp

5 Variables to Test on Your Landing Page Headlines - Invesp | The MarTech Digest | Scoop.it
From www.invesp.com - February 22, 2013 7:25 AM

Summary...


  1. The Trigger & Benefit – A “trigger” in your headline gives readers a reason to continue reading your landing page. Simple trigger words include “Learn” “Get” “Save” or just about anything else that lets them know they are going to get something. The “benefit” outlines exactly what they will get.
  2. Power Words – Try powerful, compelling words. Something like this:
    Write Killer Headlines
    Headlines that Boost Your Sales
    A Fast, Powerful Way to Get Brilliant Results
  3. Keywords – Keywords are the internet’s great gift to marketers. They let you know the language of your customer. Try different words in different combinations with the other options in this list.
  4. Length - Do any research on this and you will find excellent advice supporting short, long and just about every length of headline. It should be as long as it needs to be – and no more. Sub-headlines – Make sure you try combining headlines with sub-headlines to help get more information across and improve the chances that your visitors will stay.
  5. Questions & Commands


Joemktg's insight:

Quick, helpful article as you consider LP testing and optimization.


  • See the article at www.invesp.com
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John Eiger's curator insight, February 22, 2013 12:33 PM

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Call-To-Action Testing Results with Hubspot

Call-To-Action Testing Results with Hubspot | The MarTech Digest | Scoop.it
From www.marketingtechblog.com - January 16, 2013 9:03 AM

This is amazing: a change in the color of the CTA had dramatic impact on the results! Goes to show that it's almost always about blocking and tackling (to our non U.S. readers, that's an American Football reference to talks to the basics).  Moral of the story: always test the basics first...


We tested three versions of the identical call-to-action. The messaging was exactly the same, but we varied the color. One was a black background that highly contrasted the page and the other were almost identical – just varying the button color.  The results are interesting – the CTA with the green button outperforms the other CTAs by almost double! The green button version resulted in less clicks, but a much higher conversion rate.


Joemktg's insight:

See the article at www.marketingtechblog.com.


Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you like this scoop, please share by using the links below.

 

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Promise vs. Intrigue: What is the most effective way to word a subject line?

Promise vs. Intrigue: What is the most effective way to word a subject line? | The MarTech Digest | Scoop.it
From www.marketingexperiments.com - December 14, 2012 10:33 AM
Topline summary of the article:

The challenge you face with your subject lines is discovering what resonates with your audience while eliminating what doesn't. The test: a single variable, A/B/C split test, with the only variable being the subject line. One “promise” subject line was tested against two “intrigue” subject lines:

-Subject Line Treatment A (promise) – How to Effectively Use Color on a Website
-Subject Line Treatment B (intrigue) – Are Your Website Colors Hurting Conversion?
-Subject Line Treatment C (intrigue) – 5 Horrifying Mistakes Designers Make With Color

The two “intrigue” subject lines generated more clicks on the call-to-action than the “promise” subject line. Treatment B did not perform well enough to meet our goal of a 95% level of confidence. However, Treatment C generated 47.9% more clicks on the call-to-action than Treatment A, with a level of confidence over 99%. So one thing we learned from this test is that “intrigue” outperformed “promise,” which is consistent with an earlier subject line value prop test.
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A/B or Multivariate? How to Choose the Right Type of Test

A/B or Multivariate? How to Choose the Right Type of Test | The MarTech Digest | Scoop.it
From searchenginewatch.com - November 12, 2012 11:01 AM

Which Test do You Choose?

 

A/B testing is simpler, allows for more control, and the results are easier to interpret. Think of it as the best way to pick the low-hanging conversion fruit. With A/B testing, it’s easier to test and apply findings to similar ad groups in your account.

 

Multivariate testing can have a higher impact, but it’s more difficult to isolate the variable that led to a certain outcome. Let’s say that our hypothetical Multivariate test above yielded a 30 percent increase in CTR. Do you attribute this to the new CTA or Headline? Or was it the combination of both? That’s when multivariate can get a little tricky.

 

A simple way to decide is by asking yourself the following question: Do you want maximum impact or do you want to understand impact of individual elements?

 

The Bottom Line?

Depending on your goals, traffic, and available resources, you should be able to make a decision based on which type of test is a better fit for you. If you aren't testing regularly, start with a simple A/B and then try multivariate as you go along. There is no right or wrong. There is only testing and understanding.

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