The Importance Of Split Testing Your Headlines

Headlines grab the attention of potential customers and draw them in. Without an eye catching headline, you run the risk of losing readers before they ever get a chance to realize the features and benefits that your product has to offer. Indeed the headline is the most important factor in any advertising, once you’ve decided on it you have created 80% of the effectiveness of your ad or sales copy. Never settle on one headline without testing at least five or ten. Since headlines are so important to your sales and bottom line, it only makes sense to use the best headline that you can. People will only read the body copy if your headline arouses their interest.
The way to do this is to come up with five to ten sizzling headlines and then split test them-in other words, use each headline with your sales letter and divert an equal amount of people to each version. You then see which one is better at pulling in and converting customers this one then becomes the control and all future headlines are tested against it.
This is important to do no matter how good you think your profits currently are. Even though you may be converting at 2.5%, why settle for that if you can be getting 5%? As long as you can come up with worthy headlines, there is always the potential to make more money. You simply show two and then keep the best performing one continually do this until you cannot beat the top converting headline.
You don’t even have to change any other aspect of your sales letter in order for this method to work. If you hire someone else to create your copy for you, require them to come up with multiple creative headlines for you to split test. To give you an idea of how powerful and productive this can be one marketer used the same copy for two different headlines for an English course. One was ” The Man Who Simplified English” and the other was “Do You Make These Mistakes In English?”. The second headline produced nearly three times the sales results. An insurer compared these two headlines ” Auto insurance At Lower Rates If You Are a Careful Driver” against ” How To Turn Your Careful Driving Into Money”. The first headline was 1,200% better. So the message is clear test,test and test again!
So don’t ever become complacent just because you maybe running a winning ad at the moment. No profit hungry marketer would knowingly waste money by running an ad that pulled only 20% of it’s potential if he knew how to do better. Until you try a different version and compare it against a control, you never know just how much more productive you can be. There is only one steadfast rule: test every variable constantly and re- test once you’ve determined a winning headline because who is to say how high is high?
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