How We Got an Average Lift of 33%Across 11 “Value Prop” HeadlineTestsJoannaLance
First, We’ll Test You• Which test won?
INSERT TEST CREATIVE HERE
WINNER!
Why value prop tests?
Live headline workshopping(with value prop focus)
Workshop Steps – THEY ALLINVOLVE YOU1. We’ll bring up the home page2. Let’s give some quick CRO-focusedfeedback… and try t...
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Aaron B.Should every page of a site have a USP and aheadline to reflect that?
Josh R.How can you utilize headlines on retail sitesaway from the home page, for example productor category pages?
Matt K.My main questions for the webinar play off each other:1) When do I anchor off of something that peoplealready know ...
Lisa R.What are some best practices on landing pageheadlines aimed at consumers, not justbusinesses?
Yes, you may have different valueprops for• Different channels or media• Different audiences• Different products or SKUs
How we got an average lift of 33% across 11 headline A/B tests
How we got an average lift of 33% across 11 headline A/B tests
How we got an average lift of 33% across 11 headline A/B tests
How we got an average lift of 33% across 11 headline A/B tests
How we got an average lift of 33% across 11 headline A/B tests
How we got an average lift of 33% across 11 headline A/B tests
How we got an average lift of 33% across 11 headline A/B tests
How we got an average lift of 33% across 11 headline A/B tests
How we got an average lift of 33% across 11 headline A/B tests
How we got an average lift of 33% across 11 headline A/B tests
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How we got an average lift of 33% across 11 headline A/B tests

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Do you know how rare a win rate of 9 in 11 is? It's like the spotted unicorn. Check out this PPT, presented as a live headline workshop + webinar... and see a great example of 1 of the 9 winning tests. Plus, check out the scorecard that helped us PREDICT headline A/B test winners.

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  • Ask people to vote: enter C 1 2 or 3Testing Platform Optimizely% Traffic Included In Test 100% Primary Success Metrics (1) Visits to the sign-up page (2) Visits to the pricing page Test Duration 13 days
  • Test Results (1) Variation 3 produced 14.2% lift (2) Variation 3 produced 71.5% lift Confidence (1) 95.1%, with winner declared and sufficient conversions (2) 99.8%, with winner declared and sufficient conversions Why was it the winner? - In spite of strong biz belief that developers need to be spoken to in a certain way, we actually saw that the more benefits-focused, jargon-free variation won… against not 1 but 2 goals. It produced a fully confident lift of 14.2% and 71.5%
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  • Marketing Experiments Sequence***Motivation is big… and then comes value prop***
  • Define itAdd that yes you may have diff value props for:Different channels or mediaDifferent audiencesDifferent products or SKUsYou prob don’t have just one value prop. But there is one value prop for the 20-35% of peeps you’re trying to draw in on your home page. Write and test for them!
  • UniqueHighly desirableSpecificSuccinct Memorable For a product, brand or channelTO YOUR AUDIENCE
  • (they’ll need to be involved now --- we’ll be soliciting their feedback, so be ready to type!)
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  • Get the ebooks in the “Conversion Rockstar Pack”, and save 10% in our cart by entering this coupon code:CHWEBINARThis expires Saturday night – when the CRP expires. (we’ll resend the link and coupon codewith the recording)Get the ebooks in the “Conversion Rockstar Pack”, and save 10% in our cart by entering this coupon code:CHWEBINARThis expires Saturday night – when the CRP expires. (we’ll resend the link and coupon codewith the recording)
  • How we got an average lift of 33% across 11 headline A/B tests

    1. 1. How We Got an Average Lift of 33%Across 11 “Value Prop” HeadlineTestsJoannaLance
    2. 2. First, We’ll Test You• Which test won?
    3. 3. INSERT TEST CREATIVE HERE
    4. 4. WINNER!
    5. 5. Why value prop tests?
    6. 6. Live headline workshopping(with value prop focus)
    7. 7. Workshop Steps – THEY ALLINVOLVE YOU1. We’ll bring up the home page2. Let’s give some quick CRO-focusedfeedback… and try to determine market3. Let’s return to the slides to:I. Scorecard the original headline + subheadII. Review our “whipped up” value props
    8. 8. Inkdit.com: CONTROLGet E-signatures andSigner Data ThroughWeb & Email**PDFs, Apps, Fax and Scanners notrequired.26Businesses heavyon paperwork• Main product• Home pageGet E-signatures and Signer Data Through Web & Email**PDFs, Apps, Fax and Scanners not required.
    9. 9. Inkdit.com: TREATMENTThe 100% Legal Wayto Sign Forms OnlineGo paperless! Put an end to thetime-wasting process of printing,signing & scanning your paperwork.0Businesses heavyon paperwork• Main product• Home pageThe 100% Legal Way to Sign Forms OnlineGo paperless! Put an end to the time-wasting process of printing, signing &scanning your paperwork.
    10. 10. GetClef.comStop using passwords.Clef is a mobile app that replacesusernames and passwords with yoursmartphone.28Tech-savvyconsumers withsmartphones• Main product• Home pageStop using passwords.Clef is a mobile app that replaces usernames and passwords with yoursmartphone.
    11. 11. GetClef.comNever Struggle toRemember a PasswordAgainWith your smartphone and ourmilitary-grade cryptology, you’ll beable to sign in to any website securely.Without your username or password.0Tech-savvyconsumers withsmartphones• Main product• Home pageNever Struggle to Remember a Password AgainWith your smartphone and our military-grade cryptology, you’ll be able tosign in to any website securely. Without your username or password.
    12. 12. CleanAvenue.netTHE CLEANING SERVICEYOU TRUSTWITH THE PRIVACY OFYOUR HOMEDo less of what you don’t like,and more of what you love.22Upper middle-classfamilies in Florida• Main service• Home pageTHE CLEANING SERVICE YOU TRUSTWITH THE PRIVACY OF YOUR HOMEDo less of what you don’t like, and more of what you love.
    13. 13. CleanAvenue.netHotel-Quality House CleaningFor Health-ConsciousCentral Florida FamiliesEntrust your private home tothe white-glove service you’llfind only at Clean Avenue.0Upper middle-classfamilies in Florida• Main service• Home pageHotel-Quality House CleaningFor Health-Conscious Central Florida FamiliesEntrust your private home to the white-glove service you’ll find only at Clean Avenue.
    14. 14. Aaron B.Should every page of a site have a USP and aheadline to reflect that?
    15. 15. Josh R.How can you utilize headlines on retail sitesaway from the home page, for example productor category pages?
    16. 16. Matt K.My main questions for the webinar play off each other:1) When do I anchor off of something that peoplealready know and then differentiate from that productcategory?2) When am I not supposed to mention the productcategory that Im trying to differentiate from andinstead just describe my product service?
    17. 17. Lisa R.What are some best practices on landing pageheadlines aimed at consumers, not justbusinesses?
    18. 18. Yes, you may have different valueprops for• Different channels or media• Different audiences• Different products or SKUs

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