A/B Test: Which Background Image Increased Opt-Ins by 312%?


So you’ve created a landing page for your product. You have your headline, supporting copy, and a call-to-action button. Now what? Are you missing anything?

Duh! You need a background image!

I’ve seen many tests where background images have had a huge impact on a landing page’s opt-in rate—even as much as a 409% lift. With those kinds of numbers in reach, I would say that A/B testing your background image should be high on your testing to-do list. Wouldn’t you agree?

In this A/B test, a textured piece of paper in the background of Version A faces off against an in-motion image of a human face in Version B.

Which version do you think increased opt-ins for this LeadPage® by 312.39%?

Go down to the comments and tell us which one you’d choose and why—then vote below to see if you were right!

Vote to reveal the winning A/B-tested LeadPage® and our analysis.

Vote: Which Page Won This Split Test?
1 What's Your Vote?
2 And the Winner Is...
Textured Paper
In-Motion Image of a Human Face
1 What's Your Vote?
2 And the Winner Is...
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Free Download: See Results from 20 of the Best Split Tests We've Featured on Our Podcast, ConversionCast (Called "The Split Testing Encyclopedia of Results").
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 312.39%
41% 59%

How People Voted

Click here to see our take on these results

If you chose Version A you are correct!

Version A, with a 100% probability of outperforming Version B, increased opt-ins by 312.39%.

Although we can’t say with total certainty why this change caused the increase, here are a few of my speculations:

  1. The background image in Version B is very busy and may be taking attention away from the copy and call-to-action.
  2. With its blurriness and ambiguous facial expression, the image in Version B has an unsettling feel that could be at odds with a professional message.

Why do you think Version A outperformed Version B? Let us know in the comments! Not all visitors are the same, but A/B testing your background images may be something to consider for your own LeadPages®.

Click here to get the free split-test guide

What Do You Think?

Did this test’s results surprise you? Why do you think Version A increased conversions so dramatically? Leave a comment below and let us know your thoughts.

If you’re new to LeadPages, you should know that all Pro and Advanced users can run any A/B test inside LeadPages in just five clicks.

Do you have a LeadPage® like this one that you would like to test? If so, you can set up the exact same type of test in under a minute. You can also A/B test your headlines, text colors, calls-to-action, form fields, and just about any other change you can think of.

Watch the quick video below for an introduction to enabling split testing on your LeadPages account.


  • John, I’d love to see more tests OUTSIDE of the marketing industry. Marketers marketing to other marketers isn’t interesting. I want to see how tests run against people in other industries.

    • John Nye

      Hey Ken, your wish is my command! In fact, the next 3 tests that we will be featuring (including tonight’s/tomorrow’s blog) will be B2C-centric A/B Tests.

  • DG

    I *a l w a y s* get these surveys wrong! 🙁 I jus keep telling myself, “one day…”.