Paul Olyslager ran a few A/B tests on headline copywriting.
He uncovered one word that boosted his conversions by up to +110%.
First he A/B tested a headline for a list of books:
Original: Recommended books
Variation 1: My book collection (-43%)
Variation 2: Most popular books (-19.1%)
Variation 3: Favorite UX books (-7%)
Variation 4: Popular UX books (+7.8%)
Then he A/B tested a headline for a list of articles:
Original: Trending stories
Variation 1: Most popular articles (-27.7%)
Variation 2: Popular this month (-11.4%)
Variation 3: Most popular stories (+5.5%)
Variation 4: Popular articles (+110.6%)
Looks like word “popular” (without “most”) has some magic.
Do you use it?
Source: www.paulolyslager.com/multivariate-test-results-optimizely/
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