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When to use it
When a declarative headline underperforms on engagement, especially on content-led offers where visitors haven't named their problem yet.
How to run it
Ask the reader a question that names them: 'Is your landing page losing you leads?' instead of 'Landing pages often lose leads'.
Why it works
Point every eye at the one action
A question opens a curiosity gap, and 'you' makes it personal. Lai & Farbrot's field experiments (Social Influence, 2014) found question headlines drew significantly more readership than declarative ones, and self-referencing questions beat both plain and rhetorical questions.
Source: Lai & Farbrot study, BI Norwegian Business School
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