The masses asked for conversion data, so I am answering! I have slapped down some succulent slices of split testing goodness, cooked it ’til it’s golden brown, then served it up on the finest silverwear in the land.
If you haven’t read the intial headline case study post, please do so.
Alright, moving on…
(Two Principles vs. The Two Principle Haters)
A1 follows the principles of focusing on the value proposition and having it in the front of the headline. B1 does the opposite.
A1: CTR = 0.162%, CR = 14% Total Conversions = 11.
B1: CTR = 0.160% CR = 6% Total Conversions = 5.
Total spend: $100
Crazy! Close to exactly the same CTRs, however, A1 had more than double the CR. Value proposition at the start of a headline = win. Thank you Marketingexperiments.com.
(The original definition of conversation vs. The Mr Green definition of conversation)
A2: CTR = 0.158% CR = 6.89% Total Conversions = 6
B2: CTR = 0.187% CR = 19.5% Total Conversions = 17 (profitable)
Total Spend: $70
The reason I came up with this test is because I disagreed with a point MarketingExperiments.com made. I humbly accept this overwhelming victory. B2 (the question) absolutely destroyed A2, both CTR wise and CR wise.
This is how I see the two conversations went down…
A2 – (conversation level low)
Me: Get a Girlfriend. Click Here.
POF Lonely Guy: I want a girlfriend! Click.
B2 – (conversation level through the roof)
Me: Want a Girlfriend? Click.
POF Lonely Guy: Yes, I want a girlfriend! How did you know? You reckon chicks will dig me? Click.
Something for them haters:
I know some of you are worried about inconclusive tests and statistical significance. Well Mr Angry Russian showed me an anti-hater tool supersplittester.com. You insert all your campaign data and it tells you whether you have enough data to call your test conclusive.
Here are my supersplittester results:
A1 has a higher CONVERSION RATE than B1 (90% confidence level)
B2 has a higher CONVERSION RATE than ad A2 (95% confidence level)
Boom bang bing!
I had a 32 character space to write my headlines. By changing five characters I was able to increase my headline CTR by 26% and my CR by 300%. It ended up a profitable campaign (I’ll share it on the forum). From this case study alone I’ve gained a new appreciation for headlines.
The goal of a headline is to get users to converse, so start asking them questions!