Using Quotes in Headlines to Boost Response Rates
May 31st, 2006 by Mike Reining Read more about ClickMuse Tests, CopywritingMaster copywriter Ted Nicholas found that a good headline can perform up to 28% better when framed in quotation marks. We’ve repeatedly tested this and found it to be true in the case of most headlines. Today we wanted to take the test one step further.
Let’s say you’re using a Headline and a Subheadline on the top of your page. Which should you wrap in quotes? We found a marked difference in response rates depending on which you chose. For the set:
“What Everyone Needs to Know About Their Brain’s Untapped Potential”
Research by Edwin Richards shows that Brainwave Control can Bring Out Amazing Memory in Ordinary Subjects
We wrapped the Headline in quotes here and left the sub-headline unwrapped.
In the next example we reversed the wrapping while keeping everything else on the page the same.
What Everyone Needs to Know About Their Brain’s Untapped Potential
“Research by Edwin Richards shows that Brainwave Control can Bring Out Amazing Memory in Ordinary Subjects”
The result was a statistically significant boost in signups. 9.5% in the first case and a whopping 26% in the second case. We expected an increase but this was a lot more significant than we thought. Long terms signup rates may not be that dramatically difference but for now we’re leaving quotes only on the sub-headline.
Why does this work…the whole point of quotes is that it adds credibility to your page. It makes it look like the phrase actually came from a newspaper or from some quotable figure. This credibility counts. Having the quotes in the sub-headline seem to give a more news article feel to the page. Pages that look like news articles rather than sales pitchs tend to hold the reader’s attention longer.
Try it and share your results with us.
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About the Author
Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype.
Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.
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