A/B Test: Which Landing Page Copy Increased Opt-Ins by 36.1%?


Short-form landing pages are an excellent way to capture leads—they put all their energy into getting visitors to do one thing and one thing only. But that intense sense of focus can often force some tough choices. When you don’t have room to include all the details of what you’re offering, which ones should you prioritize?

In this A/B test, Direct Liquidation assessed the impact of some minor changes to the body copy of a very simple landing page.

Version A emphasized the cost savings created by buying straight from a liquidator, beginning: “Save money and buy refurbished Apple iPhones in bulk wholesale lots directly from a liquidator.“

Version B, on the other hand, put less focus on the buying process and concentrated on the products available. It started with the simpler message “Buy refurbished Apple iPhones in bulk wholesale lots (including iPhone 6 & 6 Plus).”

Which version do you think increased opt-ins for this LeadPage® by 36.10%?

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.

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Cost Savings-Focused
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Winner: Version A created an overall increase of 36.1%
51% 49%

How People Voted

Click here to see our take on these results

If you chose Version A you are correct!

Version A, with a 99.95% probability of outperforming Version B, increased opt-ins by 36.10%.

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

1. Emphasizing that customers buy “directly from a liquidator” may have made the cost savings seem more substantial in Version A.

2. Visitors may have been more interested in saving money than knowing which models of iPhones are available.

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 body 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 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 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 headlines, calls-to-action, 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 LeadPages®

A/B Test: Which Headline Increased Webinar Opt-Ins by 273.8%?For another example of the power of A/B testing LeadPages®, check out this headline test.

4 Ways to Optimize Your Split Testing Strategy for Better Results and Crystal Clear InsightsA/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.