A/B Test: Did This Informal Button Text Boost or Sink Opt-Ins by 34.79%?

Most of us switch between formal and informal communication styles every day.

When you’re speaking to your boss, for example, you might be careful to speak in complete sentences with proper grammar.

But the next moment, when you’re giving your coworker Taylor a hard time about destroying him in a crucial fantasy-football match . . . then anything goes.

Switches like these come naturally in everyday life, but when you bring your company’s branding and voice into the picture, you may not know whether you should be formal or informal. Which approach will resonate with your target audience?

Today’s A/B test suggests an answer for one company. In this LeadBox™ button test, Version A sticks to a straightforward button message: “Send Me the List Now.” Version B, on the other hand, is ultra laid-back and even a little humorous: “Why Not . . . Send It Over.”

Which version do you think increased opt-ins for this LeadBox™ by 34.79%?

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...
Straightforward Button Message
Laid-Back Message
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 34.79%
45% 55%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 99.03% probability of outperforming Version A, increased opt-ins by 34.79%.

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

1. The more informal copy in Version B made the brand appear more personable, leading to an increase in opt-ins.

2. The informal copy in Version B may have web users are accustomed to being pressured to take action online. The low-pressure, noncommittal copy in Version B may have caught visitors by surprise and inspired them to let down their guard enough to opt in.

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 call to action copy may be something to consider for your own LeadBoxes®.

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 LeadBox™ 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, form fields, images, 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 LeadBoxes®

A/B Test: Which Ultimate Button Color Increased Opt-ins by 68.32%? For another example of the power of A/B testing LeadBoxes®, check out this call to action 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.