A/B Test: Which Number Format Increased This Landing Page’s Opt-in Rate 139.76%?

Numbers are powerful. Pricing experts have realized this for decades: in the minds of consumers, $4.99 is a lot cheaper than $5, and, on restaurant menus, the dish listed as “bruschetta: $5” is more expensive than the one that appears as “bruschetta: 5.”

Could formatting choices also influence the power of numbers that aren’t prices? That’s what today’s A/B test explores. Here we have two landing-page headlines that are identical except for the way they treat numbers.

One headline talks about getting 21,559 leads and 823 signups. The other presents those same numbers as “over 20k” leads and “more than 800” signups.

Did the specific version or the ballpark version increase opt-ins for this LeadPage® by 139.76%? 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...
Quantifiable Headline
Rounded Number 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 A created an overall increase of 139.76%
75% 25%

How People Voted

Click here to see our take on these results

If you chose Version A, you are correct!

Version A, with a 100% probability of outperforming Version B, increased opt-ins by 139.76%.

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

1. The specificity provided in Version A presents a more vivid picture of this offer’s value.

2. Using non-specific numbers in Version B may have negatively affected the perceived credibility of the offer. (For instance, “over 20k leads” could technically mean 20,001 leads.)

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 the way you handle important numbers 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 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.