Yesterday, I shared with you two of my banners and how they perform. I really had no idea which one was better until the market revealed it in the "numbers language". If you missed that email, you can read it here.

In short, the banners have two texts:

• "Unlock Your 373k Prospects"
• "Mail 373k People Every Hour"

The "Mail 373k People Every Hour" text significantly outperformed the other, so I decided to use it in the VMFY Headline Ads instead of the text "Unlock Your 373k Prospects".

Can you imagine? It stopped converting altogether.

The previous text converted at a rate of 3 to 7 visitors per signup, resulting in a few conversions every week.

A week has passed, with hundreds of impressions and not a single conversion.

There are too many possible reasons for this outcome.

However, they don't matter. The text "Unlock Your 373k Prospects" serves as my "Control" for the Headline Ads that have been effective for over a year now.

What truly matters is why THIS ad converts, while others do not.

The reason is the ad is embeded and appears as a native part of the page rather than an advertisement.

It's not flashy, not hypy.

It's not in plain sight, and the word "unlock" makes it seem like you've discovered a bonus.