A/B Test: Did Adding Urgency Boost or Sink the Conversion Rate for This Exit LeadBox™ by 47.56%?

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There’s some urgency built into the very concept of an exit LeadBox™. If you haven’t seen one of these, they’re pop-ups that appear just as you’re about to leave a page, giving you one last chance to opt in.

Exit LeadBoxes® are a great way to get attention. But once you have that attention, is it better to pile on the urgency in your copy, or to take a more casual approach?

That’s what BeMo Academic Consulting Inc. sought to find out in today’s A/B test. BeMo is an educational consulting firm that focuses on helping students with admissions to competitive undergraduate, graduate, and professional programs in the U.S., Canada, and Europe. They take an evidence-based, scientific approach to their work—so naturally, they also take an evidence-based, scientific approach to their marketing with A/B testing.

The exit LeadBox™ BeMo tested offers a lead magnet related to one of their most popular products: the Multiple Mini Interview prep program, designed, they say, to “help medical school, dentistry school, and pharmacy school applicants prepare for their dreaded admissions interviews.” One version adds extra urgency to the high-stakes subject by beginning with “WAIT! BEFORE YOU GO!” The other takes a more casual approach, while still emphasizing that the guide is free.

Which version do you think increased opt-ins for this LeadBox™ by 47.56%?

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?
1 What's Your Vote?
2 And the Winner Is...
50%
Urgent Approach
Casual Approach
1 What's Your Vote?
2 And the Winner Is...
3 Free Guide
66%
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 B created an overall increase of 47.56%
67% 33%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 97% probability of outperforming Version A, increased opt-ins by 47.56%.

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

1. The headline in Version B is more conversational, posing a question they’re naturally invited to answer.

2. Version B’s headline is much shorter than Version A’s, and may have simply been easier to digest.

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 headlines 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 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 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 images, 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 LeadBox™ Headlines

A/B Test: Did Adding a “Hint” Help or Hurt This Headline by 313%?For another example of the power of A/B testing your LeadBox™ headlines, check out this headline 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!

  • I’m getting 90% fail … these tests are doing my head in. Bugger that – I can’t trust this process. People are freakin crazy.

    What I think works – nup. Am I am a pariah?

    • Stacey Cohen Riska

      I got this one wrong too! Really surprising. You’d think on an exit….something like “WAIT!” would grab attention. Weird.

      • Makes me think … there’s NO better A than B – unless you test for your OWN clients. I’m less and less inclined to believe these results. No way, Jose.

        • John Nye

          Hey Keely, you are 100% right! You should always test to determine what works best for your visitors. After all, not all visitors are the same, just as industry best practices don’t work for every site. That’s why A/B testing is such a useful tool because it can help you find out what works best FOR YOU (and not you and Jose 😛 )!

      • John Nye

        Hey Stacey! I agree, this strategy is great for grabbing attention.

        However, you also have to account for the tone of the copy, as well as the situation your visitor is in. When a visitor is looking to exit a page, the language used within the LeadBox™ plays a big role in reeling them back in. If the tone comes off rather aggressive or desperate, the user may not even make it through the headline of the LeadBox™ before exiting for good. Luckily for BeMo though, they found that a more conversational approach had greater success!

  • I could see people liking the idea of being sent something vs. having to download it. One is passive while one is active. It’s crazy how people never do what you think they’re going to do. This one had me guessing the other way!

    • John Nye

      People will always have you guessing, Josh! Some prefer the instant gratification of downloading a lead magnet while others may prefer that it sit in their email for a while. That’s why A/B testing is great because the data WILL let you know what your visitors want!

  • Emilea McLean

    As always, tone is extremely important. Option B is conversational, yet polite. Option A is annoyingly aggressive. As jlbraaten mentioned, Even though the assumptive close can bother me sometimes, Option B frames itself as a favor to the viewer by handling the transmission of the document.

    • Daphne Sidor

      That’s a very good point—Option B definitely comes across as friendlier and more helpful, which is probably an especially appealing tone for an academic coaching program to take.

  • Rick Henkin

    Option A makes the assumption that you’re going to leave without opting -in. Prospects have already decided they’re interested in the free guide by virtue of clicking on the download button. Why put other ideas in their heads?

    • Daphne Sidor

      Hey, Rick! This is actually an exit LeadBox, which means it appears only as someone is about to leave the page (as determined by the movement of their cursor). So it’s a pretty reasonable assumption here, though a message like this would definitely come off pretty oddly in a regular, button-triggered LeadBox.