06:54
Why dynamic headlines change funnel conversion rates
Today I want to talk about dynamic headlines from a Perspective point of view.
Most funnels still rely on a single, static headline.
One headline.
Dozens of ads.
We’ll often run 40 or 50 video ads into one funnel. Battery installs, system walkthroughs, lifestyle angles, very specific use cases. All pointing to the same page, with the same headline.
That headline usually has to be universally acceptable rather than precisely relevant.
It works.
But it leaves performance on the table.
When someone clicks an ad, it’s because something very specific resonated. When the landing page immediately reinforces that same idea — right at the moment they’re about to convert — relevance jumps, friction drops, and conversion rates move.
Dynamic headlines allow us to match intent to message properly.
Battery-only ads land on battery headlines.
Specific hardware ads reference the exact product.
Lifestyle angles are reinforced instead of diluted.
We’re rolling this out across all clients and testing it against static headlines. The early data is messy, noisy, and extremely interesting.
This is a classic hard-now, easy-later lever.
More work upfront.
Far more control long term.
For context, this video was originally recorded on 5 December 2024, views & strategies may have changed since.
Featuring
Video transcript
Hello. Today we’re going to talk about dynamic headlines from a Perspective point of view. When you build a funnel—typically a landing page—you usually have a static, unchanging headline. You might have 50 video ads, like we do, all sending traffic to a single funnel with one headline. That means the headline has to be universally applicable to every ad sending traffic to it.
You might have ads focused on battery installs, an installation overview, someone using a Sky TV remote, or something else entirely. All of those ads still go to the same landing page with the same headline. That headline might be something like: “Get a solar and battery quote in 30 seconds from your trusted local installer.” It’s a great headline. It works well and converts at around 7–8% on average based on our testing.
However, it’s not particularly relevant to every ad. It might be broadly relevant—maybe 80% relevant—because it mentions solar, batteries, and getting a quote. But what if the ad specifically featured a Sky TV remote and talked about covering your Sky TV subscription with solar? If the landing page headline instead said, “Cover your Sky TV subscription with a solar and battery quote from your trusted local installer,” how big of a difference would that make?
It makes a massive difference for a few reasons. First, when someone engages with a specific ad, something about that ad clicked for them. There was a reason they engaged with that ad rather than the other 49 you’re running. When they land on a page that reinforces the exact same concept at the point they’re about to convert, it increases the likelihood of conversion significantly.
Second, it dramatically improves relevance. The prospect always knows they’re in the right place. If someone watches a battery-only ad that talks about the benefits of battery storage without solar panels, and then they’re sent to a funnel that says “Get a solar and battery quote,” there’s a disconnect. They might already have solar and just want a battery retrofit. The relevance drops off a cliff because the messaging no longer aligns with their intent.
Instead, you could say “Get a battery quote in 30 seconds,” or go even more specific with something like “Get a Duracell Energy Dura5 battery quote in 30 seconds.” You’re showing them the thing that originally appealed to them again, making the experience far more relevant and reinforcing that they’re in the right place and the right process.
This is all possible with Perspective using a feature called dynamic headlines. It’s something we’re rolling out across all our clients and testing against static headlines. The results so far are incredibly interesting.
The challenge is that headlines have such a huge impact on conversion rates that when you introduce dynamic headlines—writing 50 or even 100 headlines—you add a whole new layer of variance. Some headlines might convert at 20%, while others convert at 1%. You then have to analyse which ones are working, why they’re working, and replace the ones that aren’t.
That’s where having a full data warehouse on funnels, headlines, and performance really matters. It takes more trial and error, more effort, and more input. But this is a classic case of hard now, easy later. Once you identify the patterns behind the best-performing headlines and systematically remove the poor ones, it becomes incredibly powerful. At that point, it’s game over.
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