A/B Test: Did Adding Drama to This Landing Page Copy Boost or Sink Opt-Ins by 68%?


“Everything can have drama if it’s done right. Even a pancake.”

The great chef Julia Child said that, and we could continue her sentiment into the marketing world: Even a simple landing page. Even a few lines of copy on a “coming soon” page.

But even if you can add drama to any page on your site . . . should you? For instance, can you ever be too dramatic with your copy?

After all, flip a pancake too high and it might get stuck on the ceiling fan.

In today’s A/B test, Anton Nadilo from Q Jumper Factor examines the impact of adding extra drama to the copy on a simple “coming soon” page. One version was enthusiastic but concise, while the other amped up the drama by adding length and more emotional vocabulary:

  • Version A: “Discover A Proven Blueprint That Will Help You Land That All Important Job You Need—Within The Next 30 Days!”
  • Version B: “Discover A Drop-Dead Simple Strategy That Will Have Employers & Recruiters Drooling Over Your CV & Falling Over Each Other To Offer You The Crucial Job You So Desperately Need—Within The Next 30 Days!”

Which landing page copy do you think increased opt-ins by 67.79%?

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...
Shorter copy
Longer, more dramatic copy
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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 67.79%
54% 46%

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 67.79%.

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

1. The more dramatic copy in Version B more effectively captures visitors’ attention and guides the visitor to the call to action.

2. Calling out certain aspects of the job-search process, such as employers, recruiters, and the visitor’s CV lends extra clarity and authority to the business’ services.

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

Not all visitors are the same, but testing your landing page copy 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 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, headlines, 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: Did a Low Price or a High Value Increase Opt-Ins by 150.93%? For another example of the power of A/B testing LeadPages®, check out this copy 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.