Create: 2024-10-22 Update: 2025-06-29 21:05:52

🤔 Использовать вопросы или нет?

Я часто пишу вопросительные заголовки для сторис или писем. Но иногда слышу от заказчиков, что вопрос звучит резко и заигрывающе. Проверила, что говорят исследования.

Исследователи проверяли, как разные типы заголовков объявлений будут влиять на CTR. Для эксперимента выбрали аналог eBay. Исследователи ‎«‎продавали» 4 товара: айфон, диван, телевизор и стиральную машину. Они составили несколько заголовков для объявлений.

► контрольный, в утвердительном формате: «Продается черный iPhone 4, 16 Гб».
► вопросительный общий, без обращения к читателю: «Почему всем так нравится iPhone 4?»
► вопросительный, с обращением к
читателю: «Может быть, это ваш новый iPhone 4?»

Результат: объявления с вопросами кликали значительно чаще (добавила график в комментарии). Особнно хорошо заходил вопрос, обращенный к читателю. В утвердительном формате сработала лучше только стиральная машинка. Почему — исследователи не могут объяснить.

👀 Это не единственное исследование на эту тему. Мне в нем не очень понравились формулировки вопросов, и я прочитала еще это, это и это. Все они подтверждают, что вопросы больше привлекают внимание читателей. Но важно не переборщить. Когда в рекламном сообщении задавали несколько вопросов — в начале и в конце, пользователям оно казалось менее убедительным

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Spiking bond yields driving sharp losses in tech stocks

A spike in interest rates since the start of the year has accelerated a rotation out of high-growth technology stocks and into value stocks poised to benefit from a reopening of the economy. The Nasdaq has fallen more than 10% over the past month as the Dow has soared to record highs, with a spike in the 10-year US Treasury yield acting as the main catalyst. It recently surged to a cycle high of more than 1.60% after starting the year below 1%. But according to Jim Paulsen, the Leuthold Group's chief investment strategist, rising interest rates do not represent a long-term threat to the stock market. Paulsen expects the 10-year yield to cross 2% by the end of the year. A spike in interest rates and its impact on the stock market depends on the economic backdrop, according to Paulsen. Rising interest rates amid a strengthening economy "may prove no challenge at all for stocks," Paulsen said.

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