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How big of an impact can a headline make? (9)

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Just curious is this a really big needle mover when it comes to landing pages?

For example can a good LP headline take a campaign from say -10% to +20% ROI?

In theory a good headline can increase your LP CTR and Offer CVR rates, but can it make a drastic difference really?

Curious to those with more experience split testing these.

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Yes yes and yes - and not only from -10% to +20% ROI. It's been a while since I last split-tested lots of headlines, but if my memory serves me right, the difference could be twice as good or more in terms of ROI increase. The impact the headline can have on CR would also depend on the vertical as well I believe.


Amy

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Thanks Amy for your input.

I forgot to include that I was refering to Adult landing pages like "Rules Landers" as opposed to say long sales pages or "fake blog" type landing pages.

Im not sure if that makes a difference in your opinion or not?

Thank you again.

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Even with adult dating rules landers, the headline can make quite a difference.

It works like this : when I look back at the past years of our dating campaigns, we used plenty of LPs that everyone else is using, with the same headlines ... but there were also many campaigns where I made a few small changes like changing the headline and they outperformed the most common ones. Some of the headlines that I came up with, or the questions/rules that I modified, now became widely used by other affiliates - so they are now the standard that tons of affiliates are using.

Think about it like this : even the most common headlines were originally written by someone, who most likely split tested them against the old ones, and figured out that the new ones are better. You can do the same, come up with your own headlines and some of them are surely gonna work better than the old common ones.

It's hard to say what the effect of a good headline will be, but it can definitely turn a slightly loosing campaign into a slightly profitable one. It depends what kinda headlines you are using now of course, if you're running something that is proven and fine-tuned to work, the difference won't be so dramatic ... but if you're using some saturated/poor headline, the difference can be quite significant, once you come up with a killer headline.

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When I work the landing page, in 99% of the cases I solely focus on the headline. Has the highest impact.

Especially if you run banners or native, it makes a big difference if the angle of your creatives and the lander angle are in line and your funnel is congruent.

I always test some slight variations but as well some bold changes.

However I often have to test dozens of new headlines before I beat the control group.

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Thanks for the advice guys.

I guess I got more testing to do.

Never really thought headlines could make a difference especially on something like a rules lander.

It's probably something I definitely need to test more.

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yeah man it can make a bid difference.
some of may landing page i only change the headline and i come up with 3 angles only by changing the Headline .
using one template .
so yes it does make a big difference .

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Keep in mind that the headline is most likely the first thing that that the user will notice - so it's not just about the wording, the style matters a lot too. You want to keep it short, easy to read, larger font ... that always worked the best for me.

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Headline and catch phrase - massive impact!

Users have a short attention span so it needs to be spot on right from the start.

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