A/B Testing Idea #2: Make your headlines sound super cool.

A/B Testing Idea #2: Make your headlines sound super cool.

Hello everyone,

We're back with our second post in the CRO testing idea series. If you missed the first post, please check it out here: "Place irresistible and clear CTAs." In today's post, we'll look at how to effectively A/B test your headline content.


 
Some people say "you only get one chance to make a first impression" while others contend that it only takes seven seconds to make an impression about someone or something. Well, the same concept applies to your website.

A good first impression on your website is crucial for making visitors trust in your products/services and keeping them tied to your business forever. Creating this first impression depends on many factors like structure, colors, spacing, symmetry, amount of text, and fonts. But, of everything else, a good headline plays a major role in the success of your website.  

Your headline is the first thing that readers see as soon as they land on your site; it holds the power to make or break a deal at first visit. Even if your content is truly unique and innovative, a weak headline can ruin its chances of being super successful in terms of conversions. So how do you create a strong headline that drives more traffic and clicks on your website?

Here are a few aspects to consider as you A/B test your site's headline content:

Communicate your brand's purpose
Often we just assume that the visitors fully understand everything about our website and its product offerings. However, that’s not always the case, especially for new visitors. With hundreds of websites selling products/services online, it's important to make sure that the primary headline on your homepage tells visitors what your website has to offer and how it aligns with their expectations—all in a few short seconds. Tweaking and testing headline copy that clearly communicates your brand's purpose and differentiates yourself from the competitors can encourage your visitors to take the desired action without another thought.
 
Example:
Say you own a website testing and analytics software solution that offers a set of tools to grow an online business. Take a look below at the old and new versions of the same headline message. Notice that while the first tells people what the product is, the second tells people what the product will actually help them do.



Extra tip: The easiest way to determine if your brand message is clear to your visitors is by assuming your audience knows nothing about the business you're running.

Try different headlines for different set of target audiences
Each website caters to a specific type of audience. So understanding which audience group you cater to, where they come from, what their interests are, and what information they are hoping to find on your site is another major parameter to consider before starting to test your headline content. Testing and optimizing your headline copy based on a particular set of audience segments like demographics (such as location, gender, age, etc), personal interests, and past engagements with your site can help you deliver personalized content for each category of visitors, which is more likely to generate conversions. 

Example: 
Say you run an ecommerce business and want to A/B test your headline copy with enticing offers for returning visitors to see which one convinces them to fulfill your conversion goals.
 

Extra tip:
  • You can target your A/B test in PageSense using a variety of audience segments such as visitor type, device used, JS variable, day of the week, and more to learn which version grabs your audience's attention immediately and performs best for each segment.
  • To know your target audience better, you can set up polls on your website using PageSense and learn your visitor’s business (or personal) needs and how your product can help achieve them. Later, you can use this feedback to test and optimize your website content. 
Match your headline with your ad copy
When a visitor clicks on an ad, it's of the utmost importance to match the message on that ad to the headline content on your post-click landing page. If your headline doesn't match the offers and features that you promised in your ad copy, you're wasting all your marketing investment and conversion opportunities. A/B testing your headline by incorporating relevant keywords that resonate with your ad copy can help you reassure people that they've come to the right place. It can also later persuade them to take the desired action on your site more quickly. Further, this type of testing is more likely to generate increased clickthrough rates, conversions, and revenue for your website.  
 
Example:
Say you're running a Facebook Ad for older travelers, and the post-click landing page shows the most relevant tourist packages, flights, and hotel stays based on their interests. Now compare the old and new headline messages below to see which version of the message sounds better.



Include stats and numbers
Numbers in your headlines are a great way to grab attention by spontaneously triggering curiosity in your targeted audience. When you use symbols like %, $, or digits instead of words to express percentages, dollars, or numbers in your headlines, it creates specificity around the duration, size, value, etc. of what you're offering customers, which is more attractive than a generic offering. This is a powerful psychological tactic that spotlights your headlines and immediately hooks the reader's interest, which results in more traffic.

Example:
Consider the pricing page of your website and see how adding a number to the headline can increase reader engagement.


Follow the problem-solving methodology
Solving your customers' problem is the easiest and fastest way to reach their heart. Crafting a headline that addresses an issue and provides a cutting-edge solution to solve the problem can make optimizing your website easier. Intriguing your readers like this can make them look for more information on the rest of your site. Further, when done well, it can build a solid emotional bond between you and your customer for a longer term.

Example:
Take a look at the image below to see how implementing the problem and solution technique in your fitness website can make your headline sound more interesting.


 
Test with power words and sentiments
Sometimes the right audience is just one word away. Using forceful positive or negative power words in your headlines has the potential to kindle your customers' emotions and inspire action on your website in no time. Also, these words can guarantee more clicks and make your headlines stand out from the rest. You can test your headlines depending on two groups of power words:  
  • Negative headlines: This type of headline tends to intrigue your customers by setting a stage to avoid a miserable situation. It includes words like never, stop, worst, avoid, or do not.
  • Positive headlines: This type of headline tries to build a relationship with feel good emotions. It includes words like best, always, fastest, easiest, most, greatest, largest, funniest, hottest, strongest, biggest, and ever.
Example:
Take a look at the image below to see how the choice of words can invoke a positive feeling as you read the headline.



Test the font and appearance of your headline
The presentation (color, fonts, and layout) of your headline copy has a huge impact on the performance of your site. Below are a few points to consider while testing the appearance of your headline:
  • Use title case. Avoid writing your headlines in all caps as it can reduce the readability of your text.  
  • Choose a font style and size that matches your website's personality. The most popular font style is sans-serif and font size is 20 - 36 pixels.
  • Apply colors that contrast (while complimenting) your website's background well and focus on the legibility of your content.
  • Align your headline perfectly with your body content for a bigger impact. Centered headlines are most powerful visually, while left-centered are more conservative and formal. 
Example:
Say you own an online food delivery website, and you want to test the color and font of your homepage headline for better clickthrough rates. Take a look at the before and after images of the headline below. Which one you think will attract more eyeballs? 

 
Try out the two-part strategy
Don't forget your supporting cast! Successful headlines act in two parts. Including a persuasive subheadline copy below your headline can be another winning strategy to pull your customers deeper into your website. You can test different versions of your subheadings to see which best suits your visitors, such as explaining a bit more about your product or services, emphasizing your product benefits, or encouraging visitors to click the CTA button placed on your site.

Example:
Take a look at the main headline and the subheading of a customer support software website as shown below. In this case, your subheadline re-affirms how your software helps your customers and adds emphasis about different product features.

 
Test the headline length and SEO compatibility
Test your headline for the right length, SEO keywords, and sentiments. Keeping a headline no longer than six words will help readers easily process your text and attain the goal of your website. Using free headline analyzer tools such as Coschedule or Sharethrough can help you effortlessly understand your website's performance. They analyze important factors (like searchable keywords, word balance, and sentiments) and assign a percentage score based on how good your headline is. They'll help you identify the factors you need to improve for more productive headlines.

Example:
Let's say you own an online pet supply store and you want to test the headline of your homepage to attract more visitor traffic. The screenshots below show the performance of both the old and new versions of the headline in terms of length.



Bonus tips:
  • Create a sense of urgency in your headline with words like "today," "now," and "last-minute offer."
  • Use comparison phrases like "versus" to reinforce the benefits and features of your products/services.
  • Research your competitor's headlines to add more value and optimize your headlines better.  
We hope you found this article useful. What is your favorite headline tester? Have you had any success with headline A/B testing? Do share with us in the comments box below.

Happy testing. Happy converting!

Thank you.

    • Recent Topics

    • Store reviews module just got smarter in Zoho Apptics

      Hello, Apptics community! Every app deserves better visibility in the marketplace, and reviews play a crucial role in improving your app's App Store Optimization (ASO), rankings, and credibility across stores. That's why we've rolled out a set of enhancements

    • Try CRM for everyone button in the way of workflow

      Please consider using the bottom bar for offers. Using the top bar for offers like "Try CRM for everyone" really gets in the way of my day to day workflow.

    • Include EVERYTHING in Language Files

      Hey, we are building out a system, that needs to be translated. The language files lack a few things though. 1. Blueprint names 2. Canvas View elements like tab names Please include everything into these files, otherwise it's not really a multi language

    • A way to create kits (groups of items) that do not require bundling and are added to an order as the individual items

      We are evaluating moving off of Sage BusinessWorks (which handles accounting, order entry, inventory control, accounts receivable, etc) to Zoho Books/Inventory. One of the things we heavily use is a feature called Kits, which allows creating a group of

    • Allocating Salesman To Customer

      Hello, please add a feature to allocate a salesman to a particular business customer/account. Regards

    • Shipment

      I have 70 shipments Out of which 40 delivery date are updated( since it is live tracked) 30 numbers i need to update manually. How to do it in bulk?

    • arabic not printing

      Qatar has a legal requirement to have invoices in English and Arabic. When writing invoice fields in Arabic, they don't print. Why?

    • How to show Order Number/SO Ref on Invoice emails

      When creating a sales order or invoice we have an option to input an order number or ref# (see attached images). For the Sales Order email template we can add a placeholder for the SO_REF. However, for the Invoice email template there's no option to reference

    • Specify in-line image size in question

      I have an image inserted into a file upload type question. I can click and drag the corner of the image to make it larger or smaller, but I would like to manually input the dimensions I need. No matter what size I make the image in photoshop before uploading

    • Can you limit who creates tags?

      Hi there, I'd like to find out if it's possible to limit which Agents create tags on Zoho desk. Thank you. 

    • Auto CC - Moving Departments

      We have Auto CC e-mail replies to your support mailbox enabled. We have two departments: Helpdesk (helpdesk@domain.com) Delivery (delivery@domain.com) If we create a Helpdesk ticket, and reply, replies are CC'd to helpdesk@domain.com (OK) We then move

    • Sudden Layout Issue After Last CSS Update for ZML (Temporary Fix Inside)

      Hi, Our clients have noticed today that every section laid out with ZML suddenly shows an unwanted top padding/blank space that interrupts the user screens. It appears that Zoho has changed the default CSS for the .zcp-col.zcp-panel-rowtype-auto element.

    • Customer paid excess. How do I record payment?

      A customer has paid me Rs. 7150 which is in excess. The amount due is Rs. 5388 I owe them Rs. 1762 back which I will be transferring to their account tomorrow. How do I get this entered into Zoho Books? I'm a little lost. :) Rishi

    • Search Bar Improvement for Zoho Commerce

      Hey everyone, I've been using Zoho Commerce for a bit now, and I think the search bar could really use an upgrade. Right now, it doesn't show products in a dropdown as you type, which would make finding items a lot faster. On Shopify, for example, you

    • Tabular View Report | Scale To Fit Screen

      Please add the option to scale Tabular View reports to fit the screen. I constantly have to adjust the column size of Tabular View reports to fit various screen sizes and it just looks messy. You can see in the screenshot below there is a blank gap after

    • Why Server error in creatiing Landing Pages

      Hi Zoho Team, pls see my screenshot and tell me, what's wrong. Thx

    • Tip 31: How to make a field in a Zoho Creator form mandatory based on criteria

      Hi folks,   I'm sure most of you are familiar with the Mandatory property available in our form builder. It enables you to ensure that your users enter an input in a required field. If they don't enter an input in that field, they'll be unable to submit

    • Bulk update account type when adding a bill

      Hi I've only been using Zoho Books for a short while but I'm impressed so far, keep up the great work. One minor issue I'm coming up against is when creating a new bill from a scanned document (supplier invoice). In some cases, the supplier invoice could

    • How to start fresh after many years of using Zoho Books without deleting everything and creating a new organisation?

      Hi, I have used Books since 2016, but never reconciled with my bank account. I was thinking of trying to go back and fix that, but I don't just don't have the time it would take. Instead, I'd like back up my old records and start anew. What is the best

    • How do I modify the the incoming/current call popup? I can modify other call pages but not that one.

      I want to modify the incoming and active call popup on the crm to include customer relevant information, such as purchase history or length of relationship. Under modules and fields, I don't seem to see active call as a choice to modify, only the main

    • Canvas: Add Sections to Detail View

      Currently it is only possible to add fields to a canvas detail view. This makes Canvas hard to maintain, because everytime we add a field to our system, someone needs to go into the canvas view and add it there as well. This leads to additional work and

    • Automation#32:Auto Add New Portal Users to the Help Center User Groups

      Hello Everyone, Introducing a custom function that automates the process of adding new portal users to Help Center user groups, making user management effortless! By default, Zoho Desk allows you to assign new portal users to groups manually. But with

    • Cannot delete old accounts

      Hello, I try to delete old accounts from CRM, but it won't permit, saying documents are still linked to them. I searched in CRM and BOOKS, found some documents and deleted them, but still CRM won't delete them. Any idea how to do that ? I have a lot of

    • Offline mode on Android TV app?

      Hello! Is there a way to use Zoho Show offline in the Android TV app? I have an Android TV based projector, and I travel with it, and don't want to have to rely on a steady internet connection when giving a presentation.

    • Choice-based Field Rules on Global Lists

      Hi, The new Choice-based Field Rules should also be able to work with Global Lists not just local lists. Thanks Dan

    • Tip #36- How to use Survey in Zoho Assist to capture valuable feedback from remote sessions- 'Insider Insights'

      How to use Survey in Zoho Assist to capture valuable feedback from remote sessions The survey feature allows technicians and customers to share their valuable feedback, contributing to the improvement of remote service quality. After the completion of

    • Narrative 3 - Comprehending User Management

      Behind the scenes of a successful ticketing system - BTS Series Narrative 3 - Comprehending User Management User management in a ticketing system includes important aspects of how administrators oversee user access, roles, and permissions. This process

    • Product Details's Description is lost

      Hi CRM lost its description in Product details subform. Can you make some test before deploy any update?

    • Sent items with shared folders

      Hello, this is in some way in between a problem and an idea.  When sharing folders (which is actually not any close to a shared mailbox...) the person which the folder has been shared with can access that folder and can send emails when delegation is

    • Zoho Bookings Issues We are facing

      Hi team, Here are list of issues we are facing with Zoho Bookings when migrating from other platforms. Sorry there is a lot but the bookings app need to be functional and practical for people to actually use it and not-cause MORE problems by being so basic and not customisable to each business.  1: SMS reminders for staff  There should be time limits on these reminders to make them useful. EG. if a new booking comes in more than 4 hours from now we don't really need to get a reminder, however if

    • Booking outside of scheduled availability

      Is there a way for staff (such as the secretary) to book appointments outside of the scheduled availability? Right now to do this special hours must be set each time. There should be a quicker way. Am I missing something?

    • Run workflow on data import in Creator 6

      How to run a workflow on data import in Creator 6?

    • Multi Day booking for resources

      I have following business-case: Rental for Tablets. Customer should be able to select how many device for how many days he'd like to rent. Same as a car rental for multiple days. Is this possible with Bookings on the current version?

    • Add Usage & Voting Analytics for Knowledge Base Articles in Zoho SalesIQ

      Dear Zoho SalesIQ Team, We appreciate the current integration between Zoho Desk and Zoho SalesIQ that allows knowledge base articles to be synced and displayed to users directly within the SalesIQ chat interface. One valuable feature already available

    • Real-Time Alert or Status Indicator for WhatsApp Connection Issues in SalesIQ

      Hi Zoho Team, We’d like to request a feature enhancement in Zoho SalesIQ related to WhatsApp integration stability and visibility. Recently, we encountered a critical issue where our WhatsApp bot stopped responding to messages without any warning or alert

    • Customization of Chat Transcript Emails in Zoho SalesIQ

      Hi Zoho SalesIQ Team, I hope you're doing well. We would like to request the ability to customize the email template that is sent to clients when they request a chat transcript from SalesIQ. Currently, when a client clicks the button to receive their

    • Import from Linkedin

      Please provide a way to enable importing contact information for Contacts and Companies from Linkedin? Thanks

    • The ability to format text fields, ie when data is number or currency

      Hello, I have spent some time trying to determine how to accomplish this but it appears to be impossible. I want to merge a currency field from CRM into a PDF document. The CRM data shows $1,234, but when zSign gets the data it shows 1234 in the text

    • Tip of the Week #64– Customize your sidebar for a more focused workflow.

      When your shared spaces start filling up with too many views, it gets a little harder to zoom in on what really matters. You find yourself scrolling more than working, and the things that need your attention? They’re often buried down below. Custom sidebar

    • Zoho Social - Queries about GST invoices and subscription

      Hi, I am going to purchase the Zoho Social tool with a yearly subscription. So, can you please help me with my below queries: 1. How I get the monthly GST Invoices? 2. What is the process of subscription? 2. How to cancel a subscription?

    • Next Page