A/B Test: Did a Long or Short Headline Increase Opt-ins by 12.01%?

What is more important, less clutter or more clarity?

If you’re writing landing-page copy, the question is bound to come up.

On the one hand, you want to explain the benefits of what you’re offering as thoroughly and clearly as possible.

So you write a richly descriptive headline and an even longer subheadline to make sure people really understand the great thing you’re giving them.

But wait! You’ve also heard about the benefits of white space, and of minimizing friction so that visitors reach your call-to-action button as easily as possible.

In that case, maybe you cut your headline down to 3 words and keep your subheadline to 1 line.

But are you making the right choice? With A/B testing, you don’t need to choose . . . until the data chooses for you.

In today’s A/B test, one smart marketer decided to let the data decide between two landing pages for a free video series. One used a 12-word, number-heavy headline with a 2-line subheadline. The other cut the headline down to “YouTube for Local,” backed up by a 1-line subheadline that concisely summed up the free video series.

Which version do you think increased opt-ins for this LeadPage® by 12.01%?

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...
Longer, Number-Heavy Headline & Sub-Headline
Concise Headline & Sub-Headline
1 What's Your Vote?
2 And the Winner Is...
3 Free Guide
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").
It Contains Dozens of More Split Test Ideas, Results, and Insights.)
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 12.01%
78% 22%

How People Voted

Click here to see our take on these results

If you chose Version A you are correct!

Version A, with a 99% probability of outperforming Version B, increased opt-ins by 12.01%.

Although we can’t say with total certainty why this change caused the increase, I suspect that the added clarity provided within Version A is behind the increase as the headline and sub-headline clearly communicate:

1. What leads will be getting (a video series).

2. Whom this video series is for (local video marketers trying to attract high-paying clients)

3. A way to measure the benefits of the system discussed in the videos (making $15k/month in just 5 hours a week).

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 headlines and sub-headlines 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 images,copy, calls to action, 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.


More About A/B Testing LeadPages®

A/B Test: Which Headline Increased Webinar Opt-Ins by 273.8%? For another example of the power of A/B testing LeadPages®, check out this headline test.

4 Ways to Optimize Your Split Testing Strategy for Better Results and Crystal Clear Insights A/B testing has become one of the easiest ways to increase conversions. Learn how to optimize your A/B testing strategy for better results and insights with these 4 simple tips.