Monday, November 14, 2011

5 Tips to Increase Your Headline Click-Through Rates

Click-throughs are a key tool to measure the impact of your content delivery.  

When I attended the 2011 Content Marketing World Conference ( – an awesome event – the folks at Outbrain (; @Outbrain) shared a simple postcard with some powerful information.

I thought these five (5) tips to improve headline click-through rates would be helpful to you and other nonprofit organizations.

These key points are “stolen” directly from Outbrain (I’ve added some commentary)... please thank Outbrain for sharing this type of information.

1. Length matters.
  • A title (headline) with 8 words gets a 21% higher click-through rate.
  • So, count your words!
2. Pics get clicks.
  • Readers like content with images better than no images.
  • Thumbnail photos get 27% higher click-throughs than content with logos.
  • Lists and photo galleries drive more page views AND receive more clients.
  • So look for great photos to give meaning to your words.
3. List with a twist.
  • Headlines containing odd numbers have a 20% higher click-through rate than headlines with even numbers.
  • Seems weird ... but then people remember in 3s so that makes me trust the odd numbers.
4. Go deeper.
  • A colon or hyphen in the title – indicating a subtitle – performs 9% better.
  • Hum ... may need to try this one.
5. Questions work.
  • Titles ending with a question mark have higher click-through rate than those ending with exclamation marks or periods.
  • Interesting, isn’t it?  (But, not percent on the difference.)
So there you go ... some good info for your association’s blogs, blast emails and other communications where click-throughs are important.

So, what do you think?

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