So I want to talk to you a little bit about the use of numbers in your headlines when you’re creating content that you are using on your blog or your website or landing pages. One of the things that marketers know and have been doing for a really long time is that we understand when we break things down and make it really easy for someone to know exactly what they’re going to get when they either go to read a piece of content or click on it, is we will see a much higher conversion rate.

Conversion rate means how many people actually click through to your content or download that content if it’s a gated piece of content. So how you can use numbers to really improve your conversion rate is actually pretty simple. Whenever you’re writing a blog post or you’re developing a piece of content, whatever the title is, go back and look at how many points you created. And then turn that number into a part of your headline.

Say you’re writing an article about what you should do in the year leading up to retirement. Instead, if you changed it to “12 months before retirement – a 12-step guide,” that is going to get you many many more clicks. Or let’s say you had an article to say things to ask your financial advisor when it comes to taxes in retirement. If you change that to “10 questions to ask your financial advisor before retiring” or “10 questions to ask your financial advisor about your tax situation in retirement.”

Either of those where you include those numbers is going to get you a much higher ROI. And the reason is simple, right? We as human beings like to know exactly what we’re going to get when we make a commitment. So whether the commitment is something as easy as clicking a button to be taken to another page or giving up our email address so that we can get a download, we like those numbers, we like those action items and those how-to guides.

So try it out with your content. Include numbers in your headlines and see if your conversions go up. I’d love to hear what they do.