Wie die richtige Headline Ihre Conversion steigert

In college, I had a journalism professor who said, “Make your headline twice as powerful as the event.” This is sage advice if you’re covering the Kardashian beat for a weekly tabloid, but it doesn’t seem to directly apply to today’s marketers.

(Apologies to any members of the Kardashian marketing team who may have been offended by the previous comment. You’ve done a terrific job promoting whatever it is that made them famous.)

But maybe it is applicable, after all. Despite a marketer’s goal of thoroughly conveying value on a landing page through well-crafted body text and use of images, there often remains a need for a powerful “hook” to further motivate a potential customer.

(Just recently, MarketingExperiments held a Web clinic that covered this very subject.)

When it comes to landing pages, one would think that it would be much easier to get users to convert, as they have already expressed a certain amount of interest via search or email clickthrough. But these users still need to be quickly reminded of why their clicks landed them there in the first place.