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I regularly write advertisements for a client who insists that capitalizing "the" improves conversion rates (the number of people that click or buy).

I know that it's technically wrong and it drives me crazy!

Does anyone have a similar experience or has anyone done A/B testing to see the effect of capitalizing or not capitalizing?

Some examples are:

Discover The Taste Of Croatia - You'll Love Our Croatian Tours - Make Memories Of A Lifetime!

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Rae
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1 Answers1

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Capitalizing 'the' gives a strong impression of "one and only", which might bring a feeling to the reader of the advertisement that the advertising company is very confident about the product.

For example, "Discover THE best meal in XYZ restaurant." is more impressive than "Discover the best meal in our XYZ restaurant. "

vivek_ganesan
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