A/B Test: Which LeadBox™ Strategy Increased Opt-Ins by 30.72%?

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Most bloggers have two main assets to offer: their expertise and their selves. As they’re sharing their expertise in the form of blog posts, social updates, and content upgrades, they’re also sharing their unique voices, personalities, and lives.

But which of these assets is really attracting subscribers to your blog? That’ll depend a lot on your niche and your audience. To find out whether their readers would respond better to personality or content, Dustin and Lacey Baier of cooking blog A Sweet Pea Chef ran this clever A/B test on one of their LeadBoxes®.

In Version A, Lacey herself appears in the LeadBox® with her gaze trained on the headline—which is written in her voice, starting with “Lacey here.” Version B swaps in an image of a delicious-looking cookbook cover and keeps the headline focused on the lead magnet.

Which version do you think increased opt-ins for this LeadBox™ by 30.72%?

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 LeadBox™ and our analysis.

Vote: Which Page Won This Split Test?
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2 And the Winner Is...
50%
Emotional Tie
Cookbook
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2 And the Winner Is...
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66%
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 30.72%
62% 38%

How People Voted

Click here to see our take on these results

If you chose Version A you are correct!

Version A, with a 98% probability of outperforming Version B, increased opt-ins by 30.72%.
Although we can’t say with total certainty why this change caused the increase, here are a few of my speculations:

  1. Version A created a stronger emotional tie to the brand, prompting more visitors to opt in.
  2. Because Lacey is the face of the blog, using her name and photo added a sense of authority to the cookbook that Version B may have lacked.

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 approach 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 your calls-to-action, body copy, 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.

https://youtube.com/watch?v=3h3pQKLagng?showinfo=0

More About A/B Testing LeadBoxes®

A/B Test: Did a Screenshot or a Stock Photo Increase Opt-Ins by 112.74%?For another example of the power of A/B testing LeadBoxes®, check out this image test.

A/B Test: Which SEO-Related Headline Increased Opt-ins by 26.79%?Not sure which kind of headline to use for your lead-capture boxes? Check out this A/B test and vote to see which SEO-related headline gave this LeadBox™ a 26.79% lift!

  • Noah Heller

    Is the interactive quiz a leadpages tool?

    • John Nye

      Hi Noah! This interactive quiz is a custom WordPress plug in we made. However, we do have a few templates that have a similar functionality!

  • I was going to go for A, but changed my mind and went for B. Wrong again! I’ve never seen a face on a Lead Box, so that’s interesting.

    • John Nye

      Hey Keely! It’s true, having a face on a LeadBox can sometimes result in an increase. This is typically the case when the person providing the lead magnet is a recognized and/or reputable person. That practice tends to increase the value of the lead magnet. 🙂

  • walterdaniels

    I “chose” B for one reason. It’s “nice” that she wrote a cookbook, but *why* should I care? My guess is that if you “re-run” the test with the following change to “A,” it will do *much* better. Combine the “reasons to click,” with the statement by the author, and see them skyrocket. Unless you already know the person, it’s a “so what.” But, show me a “person” _and what they did that “makes things easier/better/cheaper for me_,” and I have a *good* reason to enter my address.
    For example, I just “released” three cookbooks. So what? But, if I say that the cookbooks are “Recipes for Singles/Handicapped,” I set them apart from “average” cookbooks. If you’re single (for any reason), or Handicapped/Disabled, it becomes “These are something that might be useful to me.” By self identifying (on back blurb, IIRC) as “handicapped” as well as in the Intro, I “connect” with potential buyers (or customers/clients).
    People buy from those they feel comfortable with, not “faceless strangers/corporations.” The better the “reasons” to click/buy/contact, the better your “ad” will do.

    • Daphne Sidor

      Thanks for weighing in, Walter. Great suggestions—agreed that this is probably just the start of what’s possible with optimizing this LeadBox. And yes, this approach definitely only makes sense within the context of a blog that already has a very strong personal brand.

  • We have found that Lacey’s face converts best with people that are warm which is where this box was placed right above the recipe they were looking at hopefully while testing it out. Next we are going to test a better optin terminology in conjunction with this more personal image.

    • Daphne Sidor

      Love it when test creators give us a behind-the-scenes look at these. 🙂 Thanks for sharing where you were coming from and what’s next!

  • Michael

    From prior lessons/experiences, we’ve learned “A” has several advantages:
    – More personal/intimate (even includes her name along with a happy smile), looking toward the benefits/CTA, lighting highlights the subject (face), etc.
    Now look at the problems with B:
    – Competing subjects (bland/static plates), poorly placed subjects (cutoff on sides of photo), small competing text overlaying photo and text is impossible to read (“From a sweet ???” is that Teacher?), bad highlight on table/should be on subject – food, unattractive/bland color palate (brown/Brown/BROWN everywhere is associated with body waste, not something we choose to eat).

    • Daphne Sidor

      Thanks for weighing in, Michael! Yeah, the lighting and composition of both images could definitely be a factor here, and the eyes-on-the-CTA strategy does tend to outperform almost everything else. One of the coolest subtle psychological design tricks out there, I think.

      • Michael

        Thank you Dalphine.
        And if we put ourselves in the eyes of the suspect and asked, “which would you rather trust?”
        A. A nice, positive, happy woman looking upward?
        B. An impersonal picture and associated text?

        It would be interesting to do a “C” test with the husband and two kids eagerly waiting at the dinner table!

        See the difference? Now we have turned around the paradigm associated with the chore of cooking to the PLEASURE received by the potential customer as well as her family! Whenever possible, we should strive to sell the direct benefits and better yet, the ultimate benefit received by the suspect or prospect.

        So selling ourselves is a great start and selling the ultimate goal/end-state to our potential customers is best of all. That is why brands like Apple subliminally make us look smart, useful, fun-loving and even sexy 😉
        Michael