Functional titles are better for CTR

[asikurrahmanshuvo]

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, read on as we dive deeper!`

About the study
The study involved updating the titles of a variety of mobile czech republic phone number list 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 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:

After the deadline, they got some pretty interesting results.

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.