A/B Test: Which Download Image Increased Opt-ins 13.76%?


We’ve long noticed that many opt-in forms see their conversion rates spike once they add a compelling, colorful image (as compared to no image or a generic image).

Why? One theory is that people like to see a preview of what they’re opting in for, and a graphic of that opt-in bribe can help. Or maybe it’s simply that a LeadBox™ graphic offers another spot for you to reinforce your brand’s image.

Because these are just theories, the team behind our weekly podcast—ConversionCast with Tim Paige—decided to run an A/B test to determine which LeadBox™ image would best resonate with visitors.

In Version A, we featured a branded arrow design featuring the ConversionCast name and logo. Version B focused less on the brand and more on the product, depicting an arrow pointing towards the call to action on top of a grayed-out copy of the lead magnet itself.

Which version do you think increased opt-ins for this LeadBox™ by 13.76%? 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: Which Page Won This Split Test?
1 What's Your Vote?
2 And the Winner Is...
Branded Arrow
Download Arrow
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").
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 13.76%
58% 42%

How People Voted

Click here to see our take on these results

If you chose Version A you are correct!

Version A, with a 97% probability of outperforming Version B, increased opt-ins by 13.76%.

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

1. The image in Version A has more color, drawing more attention than the image in Version B.

2. The name of the webinar (ConversionCast) and the presenter (Tim Paige) in Version A reminded listeners of what they already knew and liked about the podcast, and suggested that those same qualities would be present in the lead magnet.

3. The image of the lead magnet in Version B may be too dark and difficult to see, or may simply not be an enticing representation of the report.

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 images 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 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 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 calls to action, text colors, headlines, 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.


  • Very interesting… I would have thought the mystery of version B might entice greater opt-ins. I’m using a mystery image on my opt-in and may split test with a clear image to see if it makes a difference.

    • Daphne Sidor

      Yeah, in other cases we’ve often found that the element of mystery does boost conversion—I’m wondering if there’d be a way to get the best of both worlds here. (Maybe a little bit more color and less opacity in the “download” image would perform better, for instance.) Definitely let us know the results if you run a test like this!

  • I haven’t thought of split testing my LeadBoxes before, but now I’m going to! I agree that I think the color, and the arrow, may have been what caused increased conversions!

    • Daphne Sidor

      Be sure to let us know what your tests reveal!