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So here’s what I’m starting to take away… Changing the headline may not ‘guarantee’ a valid, measurable and meaningful lift the way changing a button seems to. So if the goal is to move people through our funnels, which might we start to think is more important: the headline, or the button?

I dont know what does not guarantee here. changing the headline may not guarantee lift in the button?

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  • Without more of the conversation we can only guess. But my guess is that the lift refers to increased traffic being driven to the site and that more lift is generated, i.e., more people click-thru to the button's href, when the button text is changed rather than when the headline text is changed. – Jim Jan 26 '15 at 5:40
  • I don't want to move through their funnels. – CoolHandLouis Jan 26 '15 at 5:53
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It's missing a comma that would clarify a little better: Changing the headline may not ‘guarantee’ a valid, measurable and meaningful lift[,] the way changing a button seems to.

So what it's saying is that "Changing the headline may not cause [a result] [in] the way that changing a button seems to [cause a result]."

Or, moving things around, I believe it is saying, "Changing the button seems to cause a definite increase in people clicking it and reading our web pages. Changing the headlines that link to those web pages may not have such a definite increase. To get people to read our web pages, we need to figure out which one to focus on: the headline, or the button?"

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