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.
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.
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.
When a client's budget for your services is a huge financial stretch for them, the pressure to deliver is immense, and there's often no future upside. Turning down these opportunities is a strategic move to avoid becoming a single point of failure and to better allocate your time.