Numbers in headlines increase clicks

"7 ways to improve your checkout" gets more clicks than "How to improve your checkout." Not because 7 is a special number. Because the number makes two promises: the content is specific, and it's structured.

A number tells the reader exactly what to expect. They know how many points there are. They can estimate how long it'll take to read. They can scan for the one or two points that are relevant and skip the rest. This predictability reduces the risk of clicking.

Odd numbers slightly outperform even numbers in most tests. "7 tips" beats "6 tips." The theory is that odd numbers feel more authentic and less manufactured. Whether that's true or just a pattern in the data, the effect is small. Any number beats no number.

The number should be accurate and honest. "101 ways to..." when most of them are filler damages trust. "5 ways..." when each one is genuinely useful builds it. The number creates an expectation. The content has to meet it.