Many Direct Marketing Update readers can tell a good headline from a bad one, but how good are you at choosing the greater of three good headlines?
Let’s see …
We created three headlines to entice prospects to try an online personality testing site called ActualMe. One headline focused on a you-orientation, another on branding, and the third on a benefit.
Here they are …
Version A: The Branding Headline
“What ActualMe Profile Are You?”
Version B: The You-Orientation Headline
“Get a FREE Personality Test in Less Than 2 Minutes”
Version C: The Benefit Headline
“What Kind of Communicator Are You?”
Before looking at the results, can you tell which headline performed the best?
If you said version C did best, you’re right! It got a 25.17% conversion rate.
The next best performing headline was version B, with a conversion rate of 20.8%.
Conversion rates for version A came in slightly lower than version B, at 20.14%.
Do you know why?
What made version C – the benefit headline – the clear winner in this test?
Email me at firstname.lastname@example.org and share your thoughts.