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Have Headers Gone Out Of Style?

by activetrader
16 replies
Personally I've never liked headers on sales pages.

Recently I started to release products without them on my sales pages. I think that the eye moves into the territory of the graphic header and sees the headline instead which is more effective.

I've taken down my graphic header on my most popular ClickBank product and have not noticed any change in sales conversions except perhaps a little increase but it's hard to tell if it's cause of the header because I have made some minor changes in the sales page as well.

Now, I just looked at some of the most popular online books and noticed that their sales pages are also missing headers.

Any thoughts?
#headers #sales page #style
  • Profile picture of the author Rezbi
    Originally Posted by activetrader View Post

    Personally I've never liked headers on sales pages.

    Recently I started to release products without them on my sales pages. I think that the eye moves into the territory of the graphic header and sees the headline instead which is more effective.

    I've taken down my graphic header on my most popular ClickBank product and have not noticed any change in sales conversions except perhaps a little increase but it's hard to tell if it's cause of the header because I have made some minor changes in the sales page as well.

    Now, I just looked at some of the most popular online books and noticed that their sales pages are also missing headers.

    Any thoughts?
    Why don't you set up both on a split test and see what happens over a few weeks.
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    • Profile picture of the author activetrader
      Originally Posted by Rezbi View Post

      Why don't you set up both on a split test and see what happens over a few weeks.
      It seems so complicated to use split testing software; I don't know how to...
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      • Profile picture of the author Rezbi
        Originally Posted by activetrader View Post

        It seems so complicated to use split testing software; I don't know how to...
        Just go to Google optimizer and follow the instructions. It's much easier than it seems.

        You'll have to have the two sites on the same domain:

        www.domain.com
        www.domain.com/site2

        Something like that.

        If you're still not sure PM me and we'll set up a time to go through it.
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        • Profile picture of the author activetrader
          Originally Posted by Rezbi View Post

          Just go to Google optimizer and follow the instructions. It's much easier than it seems.

          You'll have to have the two sites on the same domain:

          www.domain.com
          www.domain.com/site2

          Something like that.

          If you're still not sure PM me and we'll set up a time to go through it.
          Thank you, I'll check it out. I'll let you know if I have any questions
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        • Profile picture of the author wordwizard
          This is really interesting. Let us know what you discover, activetrader.

          Meanwhile, the lesson I'm taking from this right now is that NOT having a header apparently is not much of a disadvantage right now, so that's good to know...

          I'm doing some experimenting with squeeze pages too... I think I'm going to try to run some squeeze pages head to head to see which one generates the better conversions:

          1) Fancy minisite design

          2) Barebones Fladlien minimalist style (with and without my company name at the bottom)

          3) More traditional, with photo of me, the headline, the bullets, and the call to action.

          And then see which one wins. Of course, it will also depend on the niche I suppose...

          Maybe I can get in on that tutorial on split testing too, Rezbi...

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  • Profile picture of the author JasonParker
    Split test header VS non... Should always split test what you have if it's working... not just assume the changes you make will boost conversions.
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  • Profile picture of the author cozandeffect
    I've tested lots of sales letters, and headers are usually one of the first elements I test.

    Having said that... I haven't noticed much difference between headers and not having headers.

    This of course isn't Gospel... just my experience.

    Google Website Optimizer works pretty well for basic split testing. Just remember that an A/B split will require two URLs.

    To workaround this, you can create a multivariate test on one page, then include the code for each page as a variable.

    This sounds more confusing than it really is... if you have any questions, just post 'em or PM me.

    Cheers,

    Coz
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    • Profile picture of the author activetrader
      Originally Posted by cozandeffect View Post

      I've tested lots of sales letters, and headers are usually one of the first elements I test.

      Having said that... I haven't noticed much difference between headers and not having headers.

      This of course isn't Gospel... just my experience.

      Google Website Optimizer works pretty well for basic split testing. Just remember that an A/B split will require two URLs.

      To workaround this, you can create a multivariate test on one page, then include the code for each page as a variable.

      This sounds more confusing than it really is... if you have any questions, just post 'em or PM me.

      Cheers,

      Coz
      Thank you! Will do
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      Me

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  • Profile picture of the author DavidO
    You're asking the wrong question... headers are neither in nor out of style. Same goes for any other element.

    The right question is: Are headers right for my site and my sales model?

    On conventional sales letters I don't think headers are necessary or even desireable. But there are many other models, some of which are better with headers.

    As always, you have to test it on your site. Opinions from others may be interesting but they're meaningless. The others are right, testing with Google Optimizer is easy. I would never make any major decision like removing a header without testing.
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  • Profile picture of the author davemiz
    you gotta test it.

    all i know is my control has a 'header' and graphics..... and is CRUSHING my 'plain' sales letter....

    the graphics need to be done VERY well to work... unfortunately, most look like crap and therefore lower conversions...

    its like in the store... if you see a package design looking like crap you're not gonna buy it.... case in point, the store brand.

    same product, simple packaging and it sells poorly vs the 'big brand'....
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    • Profile picture of the author Steve Wells
      Originally Posted by davemiz View Post

      you gotta test it.

      all i know is my control has a 'header' and graphics..... and is CRUSHING my 'plain' sales letter....

      the graphics need to be done VERY well to work... unfortunately, most look like crap and therefore lower conversions...

      its like in the store... if you see a package design looking like crap you're not gonna buy it.... case in point, the store brand.

      same product, simple packaging and it sells poorly vs the 'big brand'....
      I agree 100%, for some reason the mass majority of internet marketers leave high quality graphics out of the equation, I am sure its because of lack of money? Maybe? But anyone who goes to a store will always be attracted to a high quality packaging.

      There is not difference in my opinion, a is not meant to sell your product, but it is meant to represent your product and inhance it, to add credibility and represent quality.

      So if your graphics do not do all of these things, then in my honest opinion just leave it off.........

      I think another problem is that most people have a BAD sense of what a good design is, so this comes into play.

      A good rule of thumb to me is that if you are not trained in design then what you produce will more than likely not be the best or of high quality, because good composition is not achieved by luck, there are design principles that have to be known and followed.....
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  • Profile picture of the author davemiz
    I've been designing marketing websites since 2000.... I've worked for some of the biggest 'gurus' in the game.... and I can tell you... there's a BIG difference between designing to sell and designing to look pretty.

    and yes, most ppl have no idea what good design is....
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  • Profile picture of the author Bruce NewMedia
    I have found a lot of headers 'fight' with the headline for attention.

    A good header will compliment and reinforce the headline - not fight it. Most home made headers suck big time. They either look like a photoshop explosion of bad colors and design, or like some generic plr headers on 50,000 other sites. If you're going to test it, test a professionally done one that's in harmony with your headline.
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    • Profile picture of the author Irish Intuition
      In my opinion headers are fine if they help along the message
      or feeling the page is trying to conjure up.

      A header of a pile of cash for a make money product turns me off
      a bit (not that it kills sales). I saw a sales page for addiction and
      it had a images of a depressed women and a tipped over bottle of
      pills. I found it profound. The copy then followed that emotional
      start and intensified it.

      I have never been addicted to anything and I found it compelling.

      The header grabbed me and the copy dragged me along like a bunch
      of cans bouncing behind a just married limo

      The world of copywriting is fascinating
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  • Profile picture of the author Rezbi
    Always keep this in mind: Nothing should be in the copy that has no need to be there.

    Everything on the page should have a purpose and not be stuck in for show.
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