Match the page headline to the ad
If most of your ads lead with one promise, the page they land on should say that promise first, in the same words. Test it by swapping only the headline.
- When to use it
- Several ads point to one page, and that page opens with a general brand line instead of what the ads promise.
- The idea behind it
- People who see the promise they clicked on keep reading. People who don't have to work out if they're in the right place.
- How to set it up
- 1) Group your live ads by landing page.
- 2) Find the headline most of them lead with.
- 3) Make version B with only the page headline changed to that line.
- 4) Send the ad traffic 50/50 and count the action the page already asks for.
- How long it takes
- About 400 conversions per version to see a 20% change. Check yours with the sample size calculator.
Where we found it
beehiiv · /dive
11 ads say "Get Paid Every Time You Hit Send". The page opens with "Powering the Internet's Best Newsletters".
Read the teardownKit · /focus
10 ads lead with sponsors. The page opens with "Find more revenue in your email list".
Read the teardownSet up this test with your agent
Group our live Meta ads by landing page. For the page with the most ads, find the headline most of those ads lead with. Draft a test that changes only the page headline to that line, with the goal the page already uses. Show it to me before you create it.
Skill
