Say what the product actually is

When to use it

When the headline names a benefit but never the product category, so a cold visitor can't tell if it's a pill, a cream, an app or a service.

How to run it

Add the plain category noun to the headline. Movexa changed 'Natural Joint Relief' to 'Natural Joint Pain Relief Supplement'.

Why it works

Make the offer instantly understood

Visitors won't buy what they can't identify. In VWO's Movexa case study, adding the single word 'supplement' to the headline increased purchases by 89.97% at 98% statistical significance.

Source: VWO case: Movexa