Do you know how rare a win rate of 9 in 11 is? It's like the spotted unicorn. Check out this PPT, presented as a live headline workshop + webinar... and see a great example of 1 of the 9 winning tests. Plus, check out the scorecard that helped us PREDICT headline A/B test winners.

2. How We Got an Average Lift of 33%
Across 11 “Value Prop” Headline
Tests
Joanna
Lance

3. First, We’ll Test You
• Which test won?

5. INSERT TEST CREATIVE HERE

7. WINNER!

11. Why value prop tests?

14. Live headline workshopping
(with value prop focus)

15. Workshop Steps – THEY ALL
INVOLVE YOU
1. We’ll bring up the home page
2. Let’s give some quick CRO-focused
feedback… and try to determine market
3. Let’s return to the slides to:
I. Scorecard the original headline + subhead
II. Review our “whipped up” value props

16. Inkdit.com: CONTROL
Get E-signatures and
Signer Data Through
Web & Email*
*PDFs, Apps, Fax and Scanners not
required.
26
Businesses heavy
on paperwork
• Main product
• Home page
Get E-signatures and Signer Data Through Web & Email*
*PDFs, Apps, Fax and Scanners not required.

17. Inkdit.com: TREATMENT
The 100% Legal Way
to Sign Forms Online
Go paperless! Put an end to the
time-wasting process of printing,
signing & scanning your paperwork.
0
Businesses heavy
on paperwork
• Main product
• Home page
The 100% Legal Way to Sign Forms Online
Go paperless! Put an end to the time-wasting process of printing, signing &
scanning your paperwork.

18. GetClef.com
Stop using passwords.
Clef is a mobile app that replaces
usernames and passwords with your
smartphone.
28
Tech-savvy
consumers with
smartphones
• Main product
• Home page
Stop using passwords.
Clef is a mobile app that replaces usernames and passwords with your
smartphone.

19. GetClef.com
Never Struggle to
Remember a Password
Again
With your smartphone and our
military-grade cryptology, you’ll be
able to sign in to any website securely.
Without your username or password.
0
Tech-savvy
consumers with
smartphones
• Main product
• Home page
Never Struggle to Remember a Password Again
With your smartphone and our military-grade cryptology, you’ll be able to
sign in to any website securely. Without your username or password.

20. CleanAvenue.net
THE CLEANING SERVICE
YOU TRUST
WITH THE PRIVACY OF
YOUR HOME
Do less of what you don’t like,
and more of what you love.
22
Upper middle-class
families in Florida
• Main service
• Home page
THE CLEANING SERVICE YOU TRUST
WITH THE PRIVACY OF YOUR HOME
Do less of what you don’t like, and more of what you love.

21. CleanAvenue.net
Hotel-Quality House Cleaning
For Health-Conscious
Central Florida Families
Entrust your private home to
the white-glove service you’ll
find only at Clean Avenue.
0
Upper middle-class
families in Florida
• Main service
• Home page
Hotel-Quality House Cleaning
For Health-Conscious Central Florida Families
Entrust your private home to the white-glove service you’ll find only at Clean Avenue.

23. Aaron B.
Should every page of a site have a USP and a
headline to reflect that?

24. Josh R.
How can you utilize headlines on retail sites
away from the home page, for example product
or category pages?

25. Matt K.
My main questions for the webinar play off each other:
1) When do I anchor off of something that people
already know and then differentiate from that product
category?
2) When am I not supposed to mention the product
category that I'm trying to differentiate from and
instead just describe my product service?

26. Lisa R.
What are some best practices on landing page
headlines aimed at consumers, not just
businesses?

28. Yes, you may have different value
props for
• Different channels or media
• Different audiences
• Different products or SKUs