Do your landing pages pass this test?

by Rick Braddy on April 18, 2012

in Email Marketing

We all need conversions to generate lead flow and sales – and the online sales funnel process’ front-end always begins with some form of headline for an email, blog post, social media post or landing page.

One of my favorite bloggers Copy Blogger and conversion sites recently conducted an email subject line copyrighting contest.  The results are very interesting and insightful.

Email subject lines are under more pressure today to gain a reader’s attention and attract a click than ever. I hope the insights from these contest results are helpful.  Of course, one of the most important takeaways is that taking a scientific approach to testing, tracking and optimization is the key to knowing for certain what works best for your particular audience.

A scientific way to increase your conversions

The runners-up

In the “Curiosity” category, we ended up going with Vince Robisch‘s entry:

Quarterbacks aren’t the only changes being tested in Denver.

Denver’s new quarterback has been hot news all over the country, and this header created a good “itch that needs scratching” — just what are those other changes being tested? In copywriting terms, this is known as entering the conversation already taking place in the prospect’s mind. MECLABS also liked the tie-in to the city where the conference was being held.

In the “Benefits” category, we decided on Shaun Connell‘s:

A scientific way to increase your conversions

This header includes both a benefit (improved conversion, which we know is highly desirable to MarketingExperiments’ audience), and also hints at a feature — at how we intend to get to that benefit, with the word “scientific.” This header also harnesses some of the power of curiosity as a secondary element — the reader has a reason to keep reading: to find out what, specifically, that scientific way might be.

Finally, in the “Fear” category, we liked Christine Parizo‘s:

Do your landing pages pass this test?

This is a solidly specific headline — the readers knows that the message will be about landing pages. Passing (or failing) tests is a common anxiety, and in a competitive economy, no one wants to have the landing pages that fail the test.

The word this is important (in fact, there was another entry for “Do your landing pages pass the test?”). That slight added element of specificity enhances reader curiosity to generate those click-throughs.

Learn about a real, scientific way to close more sales

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