A/B Test: Which Webinar Page Copy Increased Sign-ups 14.07%?

In a 2004 interview, NPR asked Bob Dylan was asked how he felt when he was called the “voice of his generation.”

Dylan responded by saying that he “just wants to keep it simple, write songs and play them. Having these colossal accolades and titles, they get in the way.”

I’ve often wondered: is the same thing true of landing pages?

Adding titles and accolades—such as credentials, testimonials, and endorsements—could potentially increase the perceived value of your product or service. On the other hand, they could also add friction to your landing page, making it busier and distracting from your call to action.

How to decide? A/B testing can help you start optimizing your page like a rolling stone.

In this A/B test, Ian Cleary tested two versions of his webinar page: one that described him as a “founder of RazorSocial and award-winning blogger,” and one that just described him as . . . Ian Cleary.

Which version do you think increased opt-ins for this LeadPage® by 14.07%?

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...
Title & Award Copy
No Title & Award Copy
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 14.07%
66% 34%

How People Voted

Click here to see our take on these results

If you chose Version A you are correct!

Version A, with a 95% probability of outperforming Version B, increased opt-ins by 14.07%.

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

  1. Labeling the presenter as the founder of a business, and an award winning blogger, increases the perceived value of the webinar in Version A.
  2. Although Version A is more text-heavy as a result of the added copy, the value added by the copy outweighs the friction.

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 your landing pages describe you 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 LeadPages® 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 headlines, 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.