Case Study: How a Headline Made the Difference Between 100 and 5000 Visits

Written by Editor in Chief, Pick The Brain - 102 Comments
Categories: writing tips

Want to attract thousands of visitors? If you are a blogger struggling to succeed on the social sites, this post is a must read.

Up until three days ago I hadn’t been able to get much traffic from any of the social sites (Digg, Reddit, StumbleUp, etc.). I’d been frequently submitting to all of them but nothing stuck. I wasn’t sure why. I knew my content was good, but for some reason people weren’t going for it. I finally made a break through, and I’ll tell you exactly how it happened.

The Stats

On Friday, January 26, I wrote a post titled “The Two Types of Cognition”. I posted it to Reddit, StumbleUpon, and Del.icio.us and attracted a grand total of 100 visitors in the next two days.

The average time spend on the post (6:11) was great, so I knew the people who read it liked it. The problem was people weren’t seeing it.

On Saturday, my friend Greg came by and told me he liked the post and that I should try to promote it. This planted the seed of curiosity. On Sunday I decided to make an effort to promote the article.

I realized that my original headline sucked. I’m new to copywriting, so I normally want to use headlines as labels. ‘The Two Types of Cognition’ is a perfect description of the post and it includes the main keyword, but it doesn’t give the reader any incentive.

My breakthrough was galvanized by the discovery of Steve Olson‘s post, “How This Blog Attracted 100,000 Visitors in the First 30 Days“. Through Steve’s post I discovered “5 of Your Headlines Remixed” by Brian Clark. If you want traffic READ THIS POST.

After reading Brian’s article and some of the other links from Steve’s post I resolved to concoct a new headline and resubmit to the social sites.

I came up with “Learn to Understand Your Own Intelligence“. A bit more provocative isn’t it? I submitted to all the same sites, made it up to the second page of Reddit and got a few del.icio.us tags and stumbles. Reddit brought in some good traffic, but it really took off with StumbleUpon.

As of this moment that article has attracted 4,930 unique views. Not bad for a site that normally averages a couple hundred visitors a day. As a bonus, people started stumbling one of my other pages, leading to even more traffic.

Here is a chart depicting how rewriting a single headline has affected this site’s traffic.

traffic stats

I didn’t write this post to brag. Many other people attract many more visitors over the social sites everyday. I wanted to point out that content is not always the biggest issue. The EXACT SAME ARTICLE had drastically different results all because of a headline. And it isn’t even that tough. Read the posts I linked to earlier, take the lessons to heart, and start putting a lot more effort into your headlines and opening paragraphs.

Don’t let your great content go to waste.

  • http://www.steve-olson.com Steve Olson

    John,

    You are correct my freind.

    Great content may go unread because of the title and the first paragraph. Those elements are critical. I’m happy to hear of your successes.

  • http://www.kensavage.com Ken Savage

    A friend of mine who owns a bicycle shop had a similar brick-and-mortar problem.

    No one came into the show room to even look at his bikes. He invited a few local pros to come down and give a 1 hour talk about how to be a better bike handler. Now he advertises the same ads in newspapers and phone book but with the tagline “home for racing pros.”

    he can’t keep up with the bike builds anymore.

  • http://www.pickthebrain.com John Wesley

    You’re absolutely right Ken. Good marketing applies to any business endeavor.

  • http://aridni.com Katie

    Thanks for the perfect model of the power of presentation, John.

    Your point is one I certainly need to develop. I appreciate it!

  • http://www.stevenaitchison.co.uk/blog s

    A great post John and I have experienced the stumble effect as well. It’s definitiely in the packaging and the title sucks the reader in.

  • http://andybeard.eu/2007/02/headline-split-testing-social-news-with-the-same-article-for-massive-traffic.html Headline Split Testing Social News With The Same Article For Massive Traffic : Blog Archive Andy Beard

    [...] The new version of the article has brought him almost 5000 visitors. [...]

  • http://www.stephanmiller.com/2007/02/01/getting-the-social-thumbs-up/ Stephan Miller » Getting the Social Thumbs Up

    [...] the Social Thumbs Up Posted in Uncategorized by Stephan Miller on the February 1st, 2007 Trackback Case Study: How a Headline Made the Difference Between 100 and 5000 Visits – Pick the Brain -Getting Smarter Every Day [...]

  • http://www.sensorpro.co.uk Chris Byrne

    Excellent John.

    There is an interesting free headline analyser tool available that measures the “emotional marketing value” of your headlines here: http://www.aminstitute.com/headline/

    Sadly, when I tried your headlines it said the opposite. However I think Brian Clark over at copyblogger still wins the day.

    Chris

  • http://www.pickthebrain.com John Wesley

    That makes sense. My headline isn’t really very emotional at all. I think it worked because it’s intellectually compelling.

    Interesting tool though, I’ll have to check it out.

  • http://goodnessgraciousness.blogspot.com jennifer

    Great post and fantastic blog! For a real newbie in the world of blogging I totally appreciate the info! Thanks a bunch! Jennifer

  • http://www.copyblogger.com Brian Clark

    Good work John, and I’m glad the article helped. I don’t even think that’s one of the most instructive ones I’ve done on headlines, but it is helpful via “live” demonstration I suppose. I should do more of those. ;)

  • http://www.pickthebrain.com John Wesley

    Thanks for stopping by Brian. I agree, that certainly wasn’t the only article that helped me. I think I read the entire ‘Magnetic Headlines’ series. But that was the one that really prompted me to get serious about writing great headlines. Keep up the great work. I can’t wait to put more of your copywriting ideas into action.

  • http://dmiessler.com/ Daniel

    I’m just happy you’re submitting your own content yourself and not getting flamed for it. The Internet needs more people like you — people who have their own opinions and thoughts and want to share them.

    Congrats.

  • http://www.wahmconnections.com/marketing Tammy

    “Your Own Intelligence” is indeed compelling – you were talking about me!

    Now that’s a way to get people reading what was great to begin with… tell us what we might not know about ourselves.

  • http://www.theprobabilist.com Johan Holmberg

    It gave me a wonder how the topic suddenly changed, but I can see now what you did. Experimenting and testing out different methods is the key to finding optimal solutions. I know. ;)

    This is great advice.

  • http://www.seoshed.com phatz

    Interesting element to these comments and the people leaving them. lemme guess…

  • http://ideasman.wordpress.com/ ggwfung

    digg ain’t the goldmine it once was. Steve Pavlina rode it to immense success, but I don’t think any others can depend on it.

    It’s good thinking to look for alternatives – and reddit and stumbleupon are certainly two options.

    In a way, I think reddit has that exciting vibe that digg had 12 months ago.

    you’ve made immense strides in a month John. Congrats.

    ggw

  • http://makelivingonline.blogspot.com Vikas

    This is a good post. Now its time to learn how to write better headlines.

  • http://blogosquare.com Hans

    Thanks for the tip John.

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    [...] In order to grab attention, your post titles need to be carefully selected. Are you going with wit, clarity, controversy or guidance? Do you aim for people’s emotional or rational attention? Do you want to entertain or provide help? John Wesley provided a great case study over the choice of headlines. Copyblogger presents alternative options of how to rephrase your headlines. And while you’re at it, check the wording of Steve Olson’s headlines in the Most popular posts section in the sidebar. Always experiment and try different methods and analyze the results. [...]

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    Hey John, a very inspiring post! I pick up new tips just about every day; this one sounds like one of the best yet. Can’t wait to try it out.

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    You make some great points here John. Your hard work has paid off in great dividends. I’m thankful to you for sharing some of your worldly wisdom. What goes around comes back.

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    I recently read a site became the featured blog site because of the headline Why Do Women Show Their Breasts. Spot on with your headlines article here and there is proof that it does work. Now all I have to do is think of a headline. Great article.

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    Hi John,

    Great case study! Food for thought… Thanks for sharing.

    All the best,
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    THanks for sharing your discovery. Guess I will have to relook at my headlines…

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    Having a cachy title is always important. But the content is the king. If your content will fresh and unique, it will automatically attract visitors to your site. So, build more and more relevant content to your site. Content always wins.

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  • meg

    im on a yearbook staff at my high school and honestly my assignment was to come up with headlines. and its 11 pm and thats what im doing …using the advice from others to juice my brain. =D

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    [...] The most important part of your article is your headline. A bad or boring headline will not entice a whole lot of people to click and start reading. A good one will. Copyblogger have written some useful articles on how to create better headlines. Have a look at 10 Sure-Fire Headline Formulas That Work and How to Write Magnetic Headlines. John at Pick the Brain did a case-study about the importance of a good headline here. [...]

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    Great case study. I knew that a good headline is very important but never thought it could mean getting 5000 visits instead of only 100. Many thanks for sharing. Time to review my headlines…

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    I got to your sites through a headline, which shows that it is indeed important. Thanks for the info!

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