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Graphic Site headers - do they do anything for conversion?

by Scott Ames
9 replies
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.
#conversion #graphic #headers #site
  • Profile picture of the author 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.
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  • Profile picture of the author Kelly Verge
    Depends. Each market responds slightly differently.

    You have to test.
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  • Profile picture of the author 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
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  • Profile picture of the author Fernando Veloso
    The question is:

    People test copy 100 x more then graphics.

    Yet, graphics have problems too
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  • Profile picture of the author LB
    Headers almost always depress response.
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  • Profile picture of the author 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.
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  • Profile picture of the author 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
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  • Profile picture of the author JayXtreme
    Originally Posted by Scott Ames View Post

    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
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    Bare Murkage.........

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