Mar 15, 22 | 3 min read
Reading time: 3 minutes
Have you ever wondered if customers are more likely to click on organic results with titles that include words like “free” or “best value”?
Moz, one of the best SEO platforms for benchmarking and planning, conducted an internal study called " Commercial vs. Functional vs. Emotional: A Case Study on Page Title SEO Testing " to analyze a hypothesis and see what type of text performs better when we talk about CTR (Click Through Rate) .
The company found that talking about the benefits of products and services can lead to more conversions than being emotional. Want to learn more about their key findings and how to apply them to improve your own results?
So, keep reading as we dive deeper!
About the study
The study involved updating the titles of a variety of mobile phone product pages that would appear in SERPs for their customers. The KPI to measure the results was CTR.
They ran the test across all products on list of somalia consumer email the Three website (one of Ireland's mobile telecom providers) for six weeks. Control CTR data, which was used to compare the results, was collected six weeks before updating the page titles.
Therefore, the entire study used a 12-week data period. Using the SEO test group functionality, they created three groups of copies:
commercial content page titles: focusing on the financial aspects of a purchase.
Functional content page titles: focused on the features and functionality of the products.
emotional content page titles: focused on appealing to the emotions of purchasing the product.
An example of these types of titles are:
Source: MOZ Case Study
After the deadline, they got some pretty interesting results.
Functional titles are better for CTR!
At the end of the six-week period, the functional copy group had a 9% increase in CTR, showing the best customer response. In contrast, the copy with a softer, “emotional” approach was rejected by the majority of users, showing a 31% reduction in CTR.
Source: MOZ Case Study
These results showed the importance of data collection to guide improvement actions. By changing the titles for the commercial group, they only had a 1% increase in CTR.
Test, change, then test again
So what can we learn from this study? While this study found that functional page titles were better for Three’s website, which sells mobile phones, we can’t take this for granted in all markets.
We all work in different industries with products that are targeted at particular consumers, so testing and collecting data is the most important lesson here . The results of a particular product can be very different from another, which is why testing is essential .
What works for a technology company may be very different from what works for a food company. Plus, the market is always changing, so what worked before may not be the best now. So always ask and test.
Don't build your strategies based solely on what you think works for your customers, but on real data about your criteria for selecting solutions and making decisions.
And finally, never underestimate the power of copywriting! The words you use are crucial to driving action. Writing copy that converts starts with data, so it’s essential that you understand your users’ impulses. Don’t just focus on sales conversion – micro-conversions happen all the time! Take advantage of every opportunity you get.
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