One of the best free ways to increase ecommerce conversion rate at no cost to you is to create a good headline which will attract users’ attention. We’ve explored several successful worldwide ecommerce websites within different niches to find out what headlines they usually use to increase conversion rates.
Sell The Solution
Every user surfing the net for a product wants to find the solution to their problem. Moreover, about 72% of consumers expect companies to understand their needs and expectations. This is why, for marketers or copywriters of ecommerce stores it’s worth the time to predict such problems and indicate these in headlines to increase the time spent on the site and improve customer loyalty.
Problems are endless. The easiest, even cliche problem is saving money and time. It can sound strange, but at least every company still uses this approach.
For example, lowes.com includes the solution of this problem during the summer period.
And wayfair.com use the customers’ desire to save money as the central part of their marketing strategy.
Besides general problems, consumers become confused when this content is about rare purchases such as water filters for a refrigerator. They can choose to buy for the first time or look for a better solution elsewhere. In this case, consumers need your support and answers for their pressing questions and enquiries.
Look at the creative solution of searspartsdirect.com who predicted users issues when choosing a filter and placed the help section with a question headline on the homepage.
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The Word «Free» Is Still King
Who doesn’t like free stuff? Everybody does. Including the word “free” in the headline makes it sound like you are going to give a gift to your customer. But be careful – this word can play low-down tricks also. Frequent free offers can spoil your brand loyalty and the overall company reputation. Limited availability always wins.
Question-marks capture customers attention and enhance engagement. However, these type of headlines requires a click trigger button below.
Does The Headline Suit Your Ad?
The headline should not only fit in the context of your ad but also associated in the user’s mind with the advertised product. If the content drives most of the traffic, you can create unique headlines for specific products.
Use testimonial in your headline
Perhaps, it’s not the most convenient option, but if to turn the headline into a testimonial, you can see how quickly your conversion grows. If you have decided to apply this method, be aware that lengthy testimonials don’t work. The primary headline function is to catch the user’s attention and encourage them to read in full.
Highlight What Users Will Receive In The End
At times, being straightforward works best of all. And the most successful companies approve this approach. Be laconic and clear in all of your headlines.
We’ve found a curious headline on Ahrefs.com. They applied triple equal messages in the headline, subheadline and CTA button. This may look strange, but this works!
We would recommend you follow one chosen style of headlines throughout the home page. An excellent example is medallia.com. Theу have created short headlines which includes call to actions in each section.
Don’t Forget About Subheadlines
Users don’t always pay attention to the short headline first, they often begin with the longer text included. Specialists from Jumpbox tested two types of ads. The first ad had a headline only, and the second consisted of a headline and a subheadline.
Try to guess which ad was the better? The first one generated 88% more clicks. So in order to increase website conversion rate, pay attention to subheadlines and consider their different options when running an AB test.
Curiosity Sells Well
Not everyone likes surprises, but all of us like positive intrigues. Show your creativity and try this approach in your headlines.
The most important thing here is to remember, that there is no limit to perfection, and you can always find a better option.
Stress The Time Benefits
People dislike long signup processes. They won’t buy your product that is going to consume a lot of their time.
To improve the conversion rate you can clearly state in your headline that the signup is very straightforward and will not take much time, and the product you offer is easy to use.
Most ecommerce websites use “wheel horse” headlines which suit their audiences. These are changed periodically due to the new KPIs related to their businesses, worldwide trends, or for the sake of experiments which is healthy for developing companies. Headlines of at least every well-visited site contain a call to action when just a few of these are creative. We would recommend for you to be laconic and fluent for your customers predicting their issues and questions. Starting a dialogue with users from headlines or intrigue them may be appropriate as well.
Anyhow, you shouldn’t waste your time and resources on useless ideas. Conduct surveys on the website or contact experts to receive actionable guidelines.