A/B Test: Which Headline Increased Opt-ins 10.92%?


As a former little league pitcher turned split-test analyst I understand the importance of throwing a great (sales) pitch. On your landing page, your opening pitch to your visitors is your headline. In today’s baseball-themed A/B test, we explore how to make it a home run.

Writing headlines can be hard because you often have a few competing goals.

  • You want to be compelling, so that people respond to your call to action.
  • You want to be informative, so that people fully understand the value of what you’re offering.
  • And you want to be brief enough that people don’t get bored or frustrated and click away.

So, should you load your headline up with the benefits of your product, even if it means adding length? When does a headline become too long to read?

In this A/B test, 2 e-book headlines square off in the ultimate pitching duel. Will the shorter headline get the win? Or will the longer, more value-focused headline pitch a perfect game?

Which version do you think increased opt-ins for this LeadPage® by 10.92%?

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...
Short Headline
Long, Value-Heavy 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 10.92%
36% 64%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 96% probability of outperforming Version A, increased opt-ins by 10.92%.

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

  1. Quantifying the worth of their pitchers’ arms increases the perceived value of the e-book.
  2. The additional value featured in Version B outweighs the friction of a lengthy headline.
  3. Strong, attention-getting language like “same exact drills” and “boost velocity” made the benefits of this e-book more vivid.

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 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 calls to action, text colors, images, 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.