Why dynamic headlines change funnel conversion rates

▶ 0:00Hello, today we're going to talk about dynamic headlines from perspective. So when you build a funnel, typically a landing page, anything like that, you are typically going to have a static, i.e. unchanging headline. And you might have 50 ads like we do, 50 video ads that are all sending traffic to this funnel that has got one headline. And therefore that headline has got to be universally applicable to all of the advertisements that you're sending that traffic to, right?

▶ 0:29So you might have ads that are specifically focused on battery installs. You might have an install overview. You might have someone doing something with Sky TV remote. You might have anything. And it's all going to go to this one landing page with the same headline. So that headline might be, get a solar and battery quote in 30 seconds from your trusted local installer. Lovely headline. That works very well. Pretty high conversion rate. Average about 7-8% based on our tests with all the other stuff we do.

▶ 0:58However, it's not particularly relevant to the ads that you've shown. It's not particularly relevant to the ads that you've shown. It might be pretty relevant. It might be 80% relevant because it's talking about solar and battery. It's talking about getting a quote. Maybe the button that the person clicked was get a quote. But what if that ad specifically had a Sky TV remote and you referenced, and you referenced covering the Sky TV subscription with solar in your ad, and then the page that the prospect landed on, the headline said, cover your Sky TV subscription with a solar and battery quote from your trusted local installer.

▶ 1:36How massive of a difference does that make? Because a few different reasons, right? When someone engages with this Sky TV ad, there was something about that that really clicked for them. There was a reason that they engaged with that ad specifically rather than the other 49 that you're running. And you're now showing them a page that features heavily that same concept that they really engaged with, that something clicked for them. And you're showing that again on the point where they're actually going to convert to a lead.

▶ 2:06The second thing is, it's actually so much more relevant that the prospect always knows that they're in the right place. Whereas if you are watching a battery-only ad, and it's talking about the benefits of buying battery storage without solar panels, and then you send them to a funnel that says, get a solar and battery quote, they're like, well, I never wanted solar.

▶ 2:27The ad I saw was all about battery storage. Literally, on the ad, they engaged because they wanted a retrofit, Dura 5, Dura Soul Energy, battery quote, right? And then you're showing them a page that says, get a solar and battery quote. They never wanted solar. They might already have solar already. What's the point? So the relevance, especially in that example, just tanks, because it goes down to like 20% because someone's like, well, I don't want solar, and now I'm getting a solar and battery quote. This is rubbish, right?

▶ 2:54Instead, you could have, get a battery quote in 30 seconds, which is one, or you could go even more hyper-realistic, and you could go, get a Dura 5, Dura Soul Energy battery quote in 30 seconds. Can you see how that might increase the conversion rate? So you're showing the thing that originally appealed to the person, again, and you're making it infinitely more relevant to the actual advertisement that they engage with, so that they know they're in the right place, and that they're in the right process, and things like that.

▶ 3:21Huge. And that is all possible with Perspective, with a feature called Dynamic Headlines, and it is something that we are rolling out for all of our clients and testing against static headlines, and the results so far are incredibly interesting. The only problem with it is that the headline has such a huge, huge impact over the conversion rate of the funnel that when you're using Dynamic Headlines and you're writing, say, 100 headlines, or 50 headlines for 50 ads,

▶ 3:48then all of a sudden you introduce like a whole other level of variance, because some of those headlines are converting at like 20% higher than lead forms, and some of them are converting at 1%, and you've got to figure out, obviously, this is why it's beneficial that we have a full data warehouse in our back end on funnels and headlines and everything like that, but you've got to figure out exactly which ones are working and why and start to replace them.

▶ 4:09So it takes more trial and error and more input and more effort, but again, this is why we always do things like hard now, easy later, once we figure out exactly what's causing those best headlines to perform and we get rid of the ones that aren't performing and keep introducing the ones that are, then, oh my god, it's just game over, it's absolutely game over.

▶ 4:28But yes, try Perspective, try Dynamic Headlines and tell me what you think, because it's going to be a game changer for us, I reckon.