Crafting (and testing) the Winning Headline – Part 1
April 27th | 2009 By
One of the most overlooked and easiest ways to help improve conversions is by simply testing different headlines on your landing pages. Google’s Website Optimizer is a great (and free tool) to help you accomplish this task , but first let’s go over the basics for creating a winning headline.
Many times marketers treat headlines as more of an afterthought than a true conversion driver, but there is much more to them than throwing up a “BUY insert product here NOW” type headline on a landing page, or using Dynamic Keyword Insertion in every single one of your PPC ads.
Don’t leave money on the table because you are too lazy to test, or even worse waste away money on PPC ads only to have them click and leave.
The real challenge lies not only in crafting successful headlines, but using them to conduct meaningful (and actionable) tests.
Over the next couple posts we’ll go into more detail about
- Components of a winning headline
- Setting up a headline test with Google Website Optimizer
- Evaluating creative test results