FACTS
Research shows that headlines using negative words such as never and worst perform much better than those using positive words such as always and best. In fact they perform significantly better, with negative headlines performing 30% better than neutral ones and 60% better than positive headlines.
The clearer the headline the better the conversion rate and…
- Headlines that use numbers work best
- Odd numbers perform 20% better than even numbers and depending on the context
- Large numbers perform better than smaller numbers i.e. “90 days” gets more attention than “3 months”.
- For payments smaller amounts or installments work better.
- Headlines with high conversion rates use between 5–9 (or 16–18) words
- Headlines need to be concise and informative, and topic appropriate.
- Headlines using a two part model convert better
- Headlines work as a two part model with sub-headlines further supporting the message of the headline.
- Users prefer headlines that use sentence case
- More than 60% readers prefer sentence case in headlines. The next most widely preferred style was all capital letters with +20% preference.
Keep all this in mind, the next time your reading up on the Market!
