Graphic Site headers - do they do anything for conversion?

[Scott Ames]

I've seen a lot of quality graphic headers on sites and it seems like everyone wants them. It seems to me that many are simply a distraction and the real headline gets pushed down because of it.

While they look professional I have my doubts that they do anything for conversion. Designers might disagree.

[AdInventive]

I think graphical elements would be better suited within the letter instead over the header.
Even then they should only do what they are meant to do...sell the letter..

Everything I've ready about copywriting says that the most important thing is the headline so the idea of putting something before it kind of baffles me too.

However, I am sure there are plenty of people whom would disagree.

[Kelly Verge]

Depends. Each market responds slightly differently.

You have to test.

[Fernando Veloso]

Scott,

This is a major problem with IM'ers: they change copy 3 times BUT they forget how a simple header change can push more sales.

I have been telling this to product owners for some time now:

You need to test different headers.

Trust me on this one. A simple header change (a picture, a phrase) can duplicate your sales or opt-in rates.

I know for sure - i do my own testing.

fernando

[dave147]

Isn't it all about testing? Along with testing your headings and other elements within your sales letter you should also test with and without the graphic - see what your niche market prefers

[Fernando Veloso]

The question is:

People test copy 100 x more then graphics.

Yet, graphics have problems too

[LB]

Headers almost always depress response.

[jasonmorgan]

I would think of it as a 'total package', sure the copy has to well written but if the page is the default kubric theme that comes with wordpress it's going to scream 'spam'.

A nice header or well designed web site is to convince a visitor to stick around, that you're a reputable site with great content and not a scamming spam site. The visual impression of the site is the first thing a visitor is going to see before they even read your first headline. It's like wearing a suit or gym shorts to a job interview.

This is where your analytics comes into play, check out your bounce rate. If your visitors are gone in 10 seconds then you might have a design issue. If your visitors last a couple of minutes but you're not converting sales, you have a copy issue.

[Rob Anderson]

uh, thanks Scott.
but didn't you know that i am here because you are supposed to be really sure about questions like this one.( because i view you as one of the BOFFINS here)
now i am confused all over again, about something that hadn't worried me much before.
hehehe.
Rob

[JayXtreme]

Originally Posted by Scott Ames

I've seen a lot of quality graphic headers on sites and it seems like everyone wants them. It seems to me that many are simply a distraction and the real headline gets pushed down because of it.

While they look professional I have my doubts that they do anything for conversion. Designers might disagree.

It's funny..

Various testings have shown to my team that occasionally.... leaving graphics out of the package can drastically increase the conversions..

So much so that we always split test our squeeze and sales pages without them as part of our multi-variate testing...

Peace

Jay