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headline should name the category or name the pain, i only get 900 visits to test

You already did the important work, which is realising you cannot test it. 900 visits at 4% is 36 conversions total. One noisy afternoon swamps any difference you would act on.

Pick on priors, and the prior is about whether the category exists in your visitor's head:

  • if people already search for the category by name, lead with the category. A stranger needs to know what bucket you are in inside two seconds, and being clever costs you that
  • if the category does not exist yet, lead with the pain, because there is no word for you to use

The part people miss: you are not choosing between the two lines. You are choosing the order. The other one is the subhead. Write both, put the category one wherever the visitor's eye lands first, and leave it for three months rather than five days.

58 · in/launch-day ·