Headlines that made references to the reader by including the word, “you,” “your,” or “you’re” had a 36% lower CTR than headlines that did not contain any of these words.
Outbrain analyzed a sample of more than 3.3 million paid link headlines from the pool of English language paid links that ran across its network of 100,000+ publisher sites from the beginning of October 2013 through the end of September 2014.