Headline Case Study Results – Tasty Conversion Data
By on Sep 08, 2011

tasty headlines

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…

Test 1

(Two Principles vs. The Two Principle Haters)

headline

A1 follows the principles of focusing on the value proposition and having it in the front of the headline.  B1 does the opposite.

The Results:

A1: CTR = 0.162%, CR = 14% Total Conversions = 11.

B1: CTR = 0.160% CR = 6% Total Conversions = 5.

Total spend: $100

My Thoughts:

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.

———————-

Test 2

(The original definition of conversation vs. The Mr Green definition of conversation)

headlines

The Results:

A2: CTR = 0.158% CR = 6.89% Total Conversions = 6

B2: CTR = 0.187% CR =  19.5% Total Conversions = 17 (profitable)

Total Spend: $70

My Thoughts:

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:

hatersI 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:

Test 1:

A1 has a higher CONVERSION RATE than B1 (90% confidence level)

Test 2:

B2 has a higher CONVERSION RATE than ad A2 (95% confidence level)

Boom bang bing!

Final Words:

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!

Comments (39)

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  1. papajohn56 says:

    PROFIT?!

  2. nowk says:

    golden info

  3. d3so says:

    For the first time I chose the winning ads 2/2!
    Where’s my oxygen supply? I’ll need it when I turn into a geriatric bloke.

  4. that bacon .gif is amazing… oh and the case study wasn't to shabby either.

  5. Alex says:

    Sorry if I'm a bit slow here but…aren't ads A1 and A2 exactly the same (at least from what we can see in the headline)? If so, why did they perform so differently? (14% conversion rate for A1 and just 6% for A2 which has the same headline).

    Apart from that I'm quite blown away by how big of a difference such a simple headline change was able to make…never assume something! Thanks Mr. G!

    • mrgreenam says:

      That is a good point, I forgot to comment about that one. Yes the two ads are exactly the same. However they were launched at different time. Test 1 was launched about 2-3 days earlier than Test 2.

      It looks like that is Mr dayparting saying hey don't forget about me.

    • aaa says:

      Good spotting indeed!

  6. tomeo says:

    very nice case study Mr.Green :D time to test some campaigns

  7. Awesome post as always.

    ABST

    Always
    Be
    Split
    Testing

  8. polarbacon says:

    I should give you more ideas more often…..good shit… Mista G,…and justa fyi I am gonna swipe that bacon image for my blog….

  9. w4rl0rdx says:

    But you never showed us how you targeted… that the second most important part of a campaign!

  10. ANdy says:

    Thanks Green ..These stuffs helps newbies alot

  11. Awesome article Mr.Green . Your article help me a lot.

  12. Joel says:

    That is certainly some tasty data! How could I have overlooked this blog for so long? It's the best!

  13. [...] a great post from MrGreen with some great copywriting goodies. The follow up post has bacon in it. That’s all that [...]

  14. supersplittester.com contains malware… at least that's what Google chrome said.

  15. Wow, that tool can be very beneficial. But is it true that it's website contains malware?

  16. [...] “Headline Case Study Results – Tasty Conversion Data“ – What type of headline makes the biggest impact with viewers? Mr. Green has set out on a mission to answer that very question. Check out this awesome case study. [...]

  17. Chad B says:

    Thanks for sharing your experiment. It helps us understand the mechanics of ads a little bit more.

  18. [...] “Headline Case Study Results – Tasty Conversion Data“ – What type of headline makes the biggest impact with viewers? Mr. Green has set out on a mission to answer that very question. Check out this awesome case study. [...]

  19. Dave M. says:

    supersplitester gives u an error… something about malware….

  20. Jon Rhodes says:

    Thanks for the stats. I'm now going to change some of my headings. Hopefully it will make a difference. Your heading on this article is cruel however. Looking at the bacon is making me hungry – and I'm supposed to be on a diet!

  21. Chris says:

    Sometimes ppc gives me shivers just from thinking how much potential cash is lurking in the shadows, waiting for me to come along and change up the wording or headlines just a touch in my campaigns…
    It also makes me think that a degree in human psychology should be recommended to future marketers…

  22. This just proves that you have to test EVERYTHING!

  23. Tobsn says:

    In my tests from two years ago the most simple questions worked the best – ie "No Girlfriend?" – "Looking for a Girlfriend?" – "Find a Girl!" – if there is a simple action behind the text it's always perceived much stronger.

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