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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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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
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  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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