A first impression is essential when getting to know something unfamiliar such as a person, a new place or a book. Why would a website be any different?
While there are many elements on a webpage that impact a customer’s decision, arguably the element with the most force is the headline. Not only is the headline essential in decision-making, but its also such a simple thing on your page that you dont need special skills to change it.
In this Web clinic, we had three writers perform a meta-analysis of more than 15 years of behavioral research measuring real customer reactions to websites and campaigns including B2B, B2C and nonprofit brands.
We shared key discoveries from this meta-analysis to help any marketer no matter how much or how little copywriting experience they have create more effective headlines. We also revealed a headline test that resulted in an 816% increase in conversion from knowing the cognitive psychology of the customer.
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