Re-thinking why I run headline tests · G.E.M. by Intelligems

Re-thinking why I run headline tests

Couple headline tests that have RIPPED for me lately, and kinda made me re-think my approach to testing.

For the first time ever, I wrote headlines with specific intentions, deeper than just "make more money" ... On the first test here, I wrote specifically to increase CVR, the headline was geared at convincing more people on our website that our products were good enough quality and worth more to them than the price we offer it for... That's usually how I write... But now that I'm at a supplements brand, I took a swing at writing headlines that would persuade people to subscribe, rather than one-time-purchase our supps. The headline & subtext is more about how our products already fit it to their daily routines and how it can improve them. CVR and Rev Per Session were basically flat on that test, but the Sub % rate was WAYYY higher, so that's a huge win for us.

Anyone else have examples of content tests designed to move specific metrics like this?

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