Add a subheadline that explains the claim

When to use it

When a bold headline stands alone with no subheadline and scroll reach falls off before 40% of the page, or average scroll depth is under 40%.

How to run it

Add one subheadline that says what the product is, who it serves and why the claim is credible.

Why it works

Make the offer instantly understood

A headline should pull readers into the next line, so that line has to explain the claim. MECLABS' published tests include a junior marketer's clarity-first headline beating the CEO's clever one by 92% (MarketingExperiments headline-testing case).

Source: MarketingExperiments headline tests