Sixty openings, three budgets and four winners. What we learned about what people click.
Over six weeks we ran sixty different first lines for the same offer across three small brands. Most did nothing. Four did a lot.
What won
Specific beat clever. Lines with a number, a place or a price outperformed lines with a joke almost every time.
What lost
Questions that start with ‘Are you ready’. Nobody is ready. Nobody has ever been ready.
What to try
Write ten openings that each contain something specific. Test them with a small budget for three days. Keep the top two, replace the rest.