When you write a blog post, you want people to actually read it, share it, and act on it, right?
But what about those times you spend hours on a piece and then…crickets? Few reads, minimal shares, hardly any comments, and a short average time on page.
It’s frustrating and a little deflating. We’ve been there, too—and the fix is often simpler than rewriting the whole thing.
Before we dive in—if you’re just getting started, here’s more on how to start a blog. You can also compare the best blogging platforms to get set up the right way.
When we launched another marketing blog at NeilPatel.com, one post on A/B testing ideas barely got read compared to our others—fewer comments and lower time on page.
Instead of scrapping it, we tweaked the opening and A/B tested the intro. The change lifted average time on page from one minute and 22 seconds to four minutes and 45 seconds—same post, same audience, new hook.
Curious what changed? We didn’t rewrite the whole article. We only reworked the introduction.
Here’s exactly what we changed—and how you can, too.
Hook your readers with a conversation
Here’s the first paragraph of the original post:
When it comes to split testing, ideas might sound like one of the last things you need. But there comes a point when you start running out of meaningful things to test, and start micromanaging your split tests only to make meager gains, if any.
With that being said, here are 50 different testing ideas that you can implement today that can help you get real, actionable results. The 50 are broken down into 10 categories:
And here’s the variation we tested:
When it comes to split testing, ideas might sound like one of the last things you need, right? But we bet there’s a point where you run out of meaningful tests—so your gains flatten.
To help you break that plateau, we’ve put together 50 testing ideas you can run today. They’re practical, proven, and organized into 10 easy categories so you can pick a few and get moving:
See the difference? The original sounds like a formal essay—polite but distant. The variation talks to the reader, asks a question, and promises a clear benefit right away.
That conversational change is why our visitors’ time on page jumped from 1 minute and 22 seconds to:
Using Crazy Egg, we also checked scroll depth to see how many readers reached the end. Here’s the difference:
Conversations boost engagement, readability, and completion rates. Let’s unpack why they work—and how to use them.
Why conversations work
According to Harvard Business Review, positive conversations trigger oxytocin—a “feel-good” hormone that encourages trust and cooperation.
Oxytocin is often called the “bonding” or “love” hormone because it increases empathy and helps people connect on a human level.
Write like you’re talking to one person and you lower readers’ guard, build trust faster, and make it easier for them to keep scrolling—and to join the conversation in the comments.
In our example, the original post got zero comments. The conversational version earned two. That’s modest—but it’s real movement in the right direction, driven by a tiny change.
Now let’s turn that principle into a repeatable process.
7 ways you can create a conversation
Want to replicate our results? Use these seven tactics the next time you draft or edit a post. You don’t need all seven—pick a few that fit your topic and audience.
- Use the words “you” and “I” – They’re simple but powerful. Write in the second person to keep the focus on the reader’s problem (“you”), and use “I” when you’re sharing experience or a promise. Swap vague labels like “users” or “visitors” for “you” wherever it makes sense.
- Ask questions early – Questions create immediate engagement and help readers self-identify with the problem you’re solving. Drop one in the first paragraph, e.g., “Have you ever hit a testing plateau?” Then answer it quickly so momentum doesn’t stall.
- Keep your paragraphs short – Walls of text feel like monologues. Aim for 1–3 sentences most of the time and vary the occasional longer one for rhythm. Short paragraphs give readers natural “breathing points,” just like pauses in a real conversation.
- Let your personality show – Dry writing kills interest. A touch of humor, a specific anecdote, or a quick aside can carry readers through complex ideas. Keep it relevant and sparing so it adds clarity, not clutter.
- Use smooth transitions – Headings help, but transitional sentences are what guide readers from one idea to the next. Phrases like “Here’s why that matters,” “Now, let’s apply it,” or “Before we move on” keep the flow natural.
- Tell a quick story – Stories make stakes clear. Set up the situation, the obstacle, and the outcome in a few lines. Even a tiny narrative—like the intro test we ran—adds context and credibility.
- Use purposeful visuals – A relevant image or chart at the top can establish context fast. Choose visuals that reinforce your point (not just decoration), compress them for speed, and make sure the surrounding copy explains why the image matters.
Conclusion
Blogging works best as a conversation with your reader—not a lecture. When your opening speaks directly to one person, empathy and interest rise, and engagement follows.
Next time you publish, write (or rewrite) the intro to invite a dialogue, then carry that tone through the whole post. Ask a question, make a promise, keep paragraphs tight, use smooth transitions, and support key ideas with visuals. Small changes here can lead to big wins in time on page, scroll depth, and comments—without rewriting everything from scratch.