Marketers often focus on optimizing creative, landing pages, or automation. However, simply A/B testing the name or title of a content piece, sale, or offer can have the most significant impact on conversions with the least effort.
Related Insights
An offer's name should not be monolithic. For better performance, create multiple titles for the same content or product and deploy them to different audience segments based on their unique triggers and language preferences. This allows for personalization at the naming level.
Marketers often overlook the simplest element: the name of the offer, sale, or content piece. A/B testing the title is easier than changing creative or landing pages and can have the biggest impact on actual conversions, not just clicks or opens.
A generic button like "Submit" is a wasted opportunity. The call-to-action is your last chance to persuade the user. Treat its copy as a critical sales variable and A/B test compelling, action-oriented phrases like "Yes, I'm in" to maximize conversions.
When testing copy like titles or subject lines, change only a single modifier word (e.g., add "Quick Fix" to "HR Guide"). This isolates the variable, providing clear learnings about what resonates with your audience, unlike testing two completely different sentences where the "why" is unclear.
Marketers often over-optimize form fields while ignoring the core value exchange. A weak call to action like "Request a Demo" offers no immediate value. A strong, front-and-center offer (e.g., "Save 20% Today") is the primary motivator for a user to provide their information.
The packaging of a lead magnet—specifically its headline—has a disproportionate impact on how many people opt-in. Businesses should spend more time testing the name and framing of their lead magnet rather than endlessly tweaking the content inside, provided the content solves a real problem.
During busy periods like early Q1, audiences crave efficiency. Starting subject lines, landing page headlines, or social posts with 'TLDR' immediately signals a concise summary. This tactic respects the reader's time and can significantly increase engagement and conversion rates.
Instead of overhauling an offer, simply add one descriptive word—a 'modifier'—to the title. Testing "HR Guide" versus "Quick Fix HR Guide" is an easy, effective way to see a radical impact on conversions by changing the perceived value and specificity of the offer.
An offer or content piece doesn't need a single, fixed name. You can package the same underlying asset with different titles tailored to resonate with various audience segments. This allows you to frame the value proposition differently in emails or paid ads for maximum appeal across your user base.
For channels without massive viewership, testing titles and thumbnails simultaneously creates too many variables for statistically relevant results. A YouTube liaison advises testing wildly different concepts for either the title *or* the thumbnail, but not both at once, to get clear, actionable data.
