A/B Test: Did a Low Price or a High Value Increase Opt-Ins by 150.93%?

Even if they don’t like math, people love numbers.

The proof? Split test after split test shows that quantifying what you’re offering site visitors improves your conversion rate—and the more specific your numbers are, the better.

But that doesn’t tell you which numbers you should highlight. And in a limited space such as the subheadline on a landing page, you may only have room to show off one key metric.

That’s why Direct Liquidation ran this clever test.

In this A/B test, a subheadline displaying the price of a wholesale lot was tested against a subheadline calling out the manufacturer’s suggested retail price (MSRP). That is, one focused on the low price, while the other focused on the high value.

Which version do you think increased opt-ins for this LeadPage® by 150.93%?

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?
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2 And the Winner Is...
Low Price Subheadline
High Value Headline
1 What's Your Vote?
2 And the Winner Is...
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 150.93%
32% 68%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 100% probability of outperforming Version A, increased opt-ins by 150.93%.
Although we can’t say with total certainty why this change caused the increase, here are a few of my speculations:

  1. In indicating the starting price, Version A might have turned away visitors who felt that $1,000 was more than they wanted to spend.
  2. By labeling the wholesale lot’s MSRP, the visitor could more easily determine how much they would profit from reselling the lot.
  3. Although it doesn’t change the substance of the page, the headline in Version B may have provided more clarity by specifically stating that the lots were being sold “at wholesale prices” rather than just “wholesale.”

Why do you think Version B outperformed Version A? Let us know in the comments!

Not all visitors are the same, but A/B testing your headlines may be something to consider for your own landing pages.

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 B 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, calls-to-action, body copy, 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 Headlines

A/B Test: Which Landing Page Headline Increased Opt-ins by 123.38%?
For another example of the power of A/B testing headlines, check out this LeadPage® test.

A/B Test: Which SEO-Related Headline Increased Opt-ins by 26.79%?
Not sure which kind of headline to use for your lead-capture boxes? Check out this A/B test and vote to see which SEO-related headline gave this LeadBox™ a 26.79% lift!