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 it’s also such a simple thing on your page that you don’t 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.
Video Production and Editing