Why Do Two Changing Headline Words Confuse Visitors?

Marvin Schwaibold says two placeholder elements changing at once inside a headline disorient a visitor. One changing phrase still gives an anchor, because a reader can follow the offer from one type of person to the next. Two elements moving together, the user and the docs or manuals, leave no fixed point, and the words never come across as a video.

He reads the message as people skipping documents and PDFs, with video as the way they pay attention. The headline should say the positive instead: they make videos that convert better.

A clip from the team's own studio, on the website where a visitor watches it first, would prove the point. People will not read the copy, so the work itself should play.