I am often asked what has the biggest influence on the success of a landing page. Invariably it comes down to the headline. With this single line of text, you can:

• introduce your customers to your offer
• intrigue them
• turn them off
• qualify them
• get them excited
• make them sad
• create desire
• create demand
• hook your customers
• scare your customers
• and many more things
  

What to test

What your headline says flows into the rest of the offer. But without a captivating headline, your chances of actually getting your prospects to read the rest of your offer diminish drastically. Things you could test?

• Word Length
• Style
• Aggressiveness
• Font Size
• Appeal Type
• Color
• Font Face
• and more…

What about your success metric?

A successful headline will not automatically close the deal. Your indication of success might be sales revenue, or leads generated. Or maybe not. Maybe just time spent on the site. Are you “captivating” the audience? That might be the best measure.