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4% more profit for 10 minutes of work

BY: Ethan Bence

May 2, 2023

A 10 minute headline split-test can save your conversion rate.

Consumers are busy, distracted, and want to have their attention grabbed NOW.

And if you sell a product that requires any sort of education or explanation, it’s CRITICAL to get people to read below the fold.

No matter the blood sweat and tears you put into the rest of your page… even if Shakespeare and Tupac ghost wrote the bottom, it doesn’t matter if no one reads it.

You could have the lottery numbers for the next 6 months listed below… but most people just aren’t going to read it.
I like to think of traffic in terms of market segmentation percentages.

Let’s say 20% of your market converts best from Headline 1.

And 80% of your market converts best from Headline 2.

And right now, you’ve been rocking Headline 1 on your landing page and have never tested Headline 2.

As you start sending more and more traffic to your landing page, you’re going to start getting more and more people who respond to Headline 2.

If you never test Headline 2… you’ll never reap the benefits of that higher conversion rate.

So one of the most impactful things you can do is test your above the fold section – if you can get more people to read more of your page, you’ll get more conversions.

And the lowest-effective-dose way to do that is to test your headline.

I don’t care who you are, you can spend 10 minutes and write a few new headlines.

The proof is in the pudding – we’ve run countless headline tests, but a recent rewrite to include language about “having fun” while also achieving the desired result increased the conversion rate of the page by 4%.

Now that may not change your business… but wouldn’t you like 4% more profit from 10 minutes of work?

And once you find that new headline, that’s when the iterative fun begins – because you don’t just stop testing then.

Make sure you properly split-test of course!

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