What is the test and why:
Active Verbs
Name the desired behaviour, literally (How to design a winning prompt – Online Influence book). Using active voice rather than passive Examples: Passive voice: 3 Strategies for Increasing Web Traffic. Active Voice: Increase web traffic using these 3 strategies More direct and active: Boost web traffic with 3 strategies. Active voice starts with an active verb or action word. What did we learn: Active verbs make a big difference in lead volume, cost per lead and cost per application. Interesting that the “Engagement time was much shorter on the better performing page”. Supports theory of Kahneman System 1 and System 2 (We don’t like to think, we want to make quick, non catastrophic decisions).