Split-testing Headlines: Interesting Interim Results
by Marc Radgers
www.jamesbrausch.com
Recently I ran a few split tests on headlines. That exercise
served as a precursor to a much larger statistical analysis
of headline usage from profitable and unprofitable sites.
Despite the small size of the split tests, only 3 sites and
only a week, I found some interesting common factors. These
factors are:
1. Color of the Headline: Contrary to conventional wisdom,
the most profitable headline color is blue (#000080). The
close second place occupies black. That corresponds with the
results of the large study, which demonstrated that any dark
color wins. That study proved also that red is one of the
badest choices as headline color. I prefered blue over
green, but that is only a matter of personal taste. To tell
the truth, I expected for black to win over blue.
2. Font type: Conventional and typographic wisdom dictates
that you should take sans-serif fonts for headlines and
serif fonts for normal text. I thought sans-serif fonts
(Arial in this tests) where created especially for that
purpose. In light of this, the results of three different
split tests surprised me. In all three tests, the serif
fonts (Times New Roman in this tests) have won over the
sans-serif fonts (Arial). It seems conventional wisdom and
salescopy headlines are two different things.
3. I've been using size 6 fonts for headlines. It's a
fairly large size and it just feels right. Size 7 is just
too large. Not so say the split test results. Size 7 has
an average of 24% more conversions than size 6 in the split
tests I've been performing.
As I stated earlier, I will make a large statistical study
on thousands profitable and unprofitable sites. You can wait
until I have decisive answers to the three questions or you
can act on this info now. Both is fine with me. I will
probably waiting for the final results of the large study.
I thought you might find the results interesting as I did
though, so there you go... for what it's worth.
Marc Radgers strongly recommends the Glyphius copywriting
software, because no other software will actually increase
your copywriting skills while at the same time improving
your sales. You can find out more about Glyphius here:
http://www.Glyphius.com
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