Companies should test which styles of headline produce the most effective lead generation, says an expert.
Effective lead generation can be driven by the way a headline is worded, an industry expert has suggested.
Philipp Postrehovsky, marketing manager at mogo, told Marketing Sherpa that adding certain words to headlines made a significant difference to the clickthrough rate achieved.
For instance, he found that using the word "new" lifted clickthrough rates by 30 per cent, while adding the company name increased it by 123 per cent.
Mr Postrehovsky also suggested opening up the range of keywords used on a website, although he stressed the importance of analysing results so that it is clear which phrases are driving traffic.
"The strategy of looking at a wider [keyword group] definitely worked. Even though the keywords are higher up the funnel and not a specific product keyword, they worked really well," he told the website.
To test the success of headlines, mogo initially used Google's Quality Score program, which determines how high an advert will be ranked, predicts the actual cost-per-click and decides how relevant keywords are.
16/10/2009
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