Pattern #61: Local Headline
Pattern Author: Rob Draaijer - Growth @3DHubs
Local Reference Reassurances
Use a headline which invokes locality. This could be as simple as using the word "Local". Such copy reassures to the visitor that the site is relevant to them and they will be served.
Ex: First Action
Ex: Leads, Quotes
Ex: Future Action
Ex: AOV, LTV
Ex: Return Visits
Ex: Social Shares
For each pattern, we measure three key data points derived from related tests:
REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.
SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process
DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.