The form of the headline for this article — a question headline with “self-referencing cues” (“you”) — is more likely to generate a click than a question-only headline or a pure “declarative” headline. However the success of question headlines reportedly varies by topic or category.
That’s according to new academic research from BI Norwegian Business School in Oslo Norway. The researchers sought to determine empirically what sorts of headlines drive more click-throughs (CTRs).
The major takeaway from the study is that question headlines are more effective and question headlines that include or reference the reader (i.e., “Is this your new iPhone 4?”) are the most effective vs. a simple, declarative headline (“iPhone 4 for sale”).
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