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17th July 2007
Jo Han Mok
Many Internet marketers do not realise how
vital the headlines in their websites are. A
mere headline is proven to help increase sales
and boost conversion rates. Find out how to use
and test your headlines to perform at its
optimum.
A headline captures the attention of the
prospect. This in turn, subconsciously asks the
prospect to further read on the content of the
website. Headlines have the power to tap into
your emotions, wants and needs. Mere words have
a psychological impact on you. This is because
when you see or read something that caters to
your desires you tend to act on that desire to
sate it. You have no choice but to read on to
see how the website is going to help you.
Powerful headlines could increase your website
conversion rates to above 73%. Website
conversion rates simply means the number of
visitors that come to your site who converted
into your customers. Headlines, however
requires rectification and testing in order for
it to perform in its optimum.
In the Marketing Experiment Journals done by
www.MarketingExperiments.com on improving
website conversion rates through headlines, the
headline-"Dental Plans for $8.33 a month.
Acceptance Guaranteed." was the most effective
in increasing web conversion rates. It was
found out that stating a specific, low priced
amount for a product or service with a
guarantee succeeded in producing a larger
amount of click throughs and lead
generation.
In another experiment, is was found out that a
benefit-driven headline was very effective
because of its means to emphasize on the
benefits of a product or service. The headline
was-"Say Yes when a client asks you to review
FIVE MILLION separate documents." However when
the headline was added with just two words, it
became-"Say Yes when a client asks you to
review FIVE MILLION separate documents. And
smile.", the headline dismally didn't perform
at all with no clickthroughs and lead
generation. This shows that words you use in
headlines are extremely crucial in making your
headlines perform.
To test out various headlines, you have you
have to do the following:
1.A/B Split Testing
It is a test to determine which headine
performs better than the other one. You could
make use of the same landing page with
different headlines and observe which page gets
the more clicks or more website conversion
rates. You could test them out for about 2-4
weeks, based on your preference. Once you
observed the page that has more clicks and
conversion rates, you've found the headline you
should use for your website optimization. Also,
take note of the headline your visitors
prefered to click on. Was it benefit-driven,
emotionally-driven, etc?
2.Pay-Per-Click Search
Engines
Using pay-per-click search engines like Google
Adwords, you can create ads to test out the
different headlines. You should use effective
phrases or key phrases that people use to find
products or services. After a cerain amount of
time, choose the ad that has the most click
through rate and website conversion rate and
continue to only use that ad to bring visitors
to your website. Do bear in mind that the costs
of paying for these pay-per-click ads should be
covered by the revenue made from the
website.
3.Presentation Of The
Headline
Test out the presentation of the headline on
your website. Make sure that it is easily
readible by the prospect and the message is
being put across. You might also want to test
out the font and color of the headline to see
which one works best. Hiring a web designer to
align the designs on your website is
recommended as well. Colour, size and
visibility of headlines have been known to
register more psychological aspects into the
prospect's mind.
Using and testing out headlines is a highly
recommended procedure to be performed by
copywriters. As proven by the headline
experiments carried out, mere words, colors and
presentation could actually contribute to the
impact of a headline. It is all up to you as to
how powerful a headline could
be.
Jo Han Mok is a #1 bestselling author and
one of the world's most powerful copywriters.
Discover the methods he implements in using and
testing headlines in his
websites that have generated millions of
dollars!
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