A/B Test: Which Background Image & Headline Increased Opt-Ins by 15.93%?


One of the most endearing things about dogs is their predictability. Give most dogs a little care and attention, and they’ll keep fetching tennis balls for you until your throwing arm gets sore.

A landing page can’t sit pretty, roll over, or serve as a kickball team mascot (as my coworker Stephanie’s dog Buster does for the LeadPages team), but it’s not entirely dissimilar. In fact, a good landing page is a marketer’s best friend: pay close attention to it, and it’ll keep fetching leads for you in perpetuity.

Part of the proper care and feeding of a landing page includes regular A/B testing. In this A/B test, a canine health company tested 2 different background images and headlines to determine which would fetch the most leads:

  • Version A: Sad-faced, inactive dog background image with a headline focused on preventing a negative outcome (surgery)
  • Version B: Happy, active dog background image with a headline focused on fixing a problem
    Which version do you think increased opt-ins for this LeadPage® by 15.93%?

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...
Sad, Inactive Dog Background; Headline Focused on Preventing Negative Outcome
Happy, Active Dog Background; Headline Focused on Fixing Problem
1 What's Your Vote?
2 And the Winner Is...
3 Free Guide
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").
It Contains Dozens of More Split Test Ideas, Results, and Insights.)
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 15.93%
29% 72%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 99% probability of outperforming Version A, increased opt-ins by 15.93%.

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

1. The image of an active dog in the background of Version B more effectively communicates the results of the remedies in the free guide.

2. The visitor is more likely to opt in to get 2 remedies, rather than the single remedy mentioned in Version A.

3. With its unhappy-looking dog and mention of surgery, Version A may cause visitors to dwell on the problem, rather than the solution the lead magnet offers.

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 your background images and headlines 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 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 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 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.


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.

  • Jonathan

    Thanks for this..am a little confused…I thought the first rule of A/B testing was to test a single element, so you know what made the difference. The pages are completely different…one much more upbeat than the other. Seems the test is one of hope vs fear, and if that’s the intent, I get it.

    • John Nye

      Hey Jonathan, you raise a very good point. Single variable tests are a great way to learn what kind of strategy works best for your landing pages and LeadBoxes. And, to be honest, single variable tests are my personal favorite for that exact reason.

      However, single variable testing isn’t the only way to test. You can run effective A/B tests by using multiple changes. This is typically a good strategy in a couple of situations:

      1. You have run multiple single variable A/B tests and can’t find a way to beat the control. These multi-variable tests are a great way to determine if you’re page is truly that dominant, as well as inspire future single variable test ideas.

      2. You have rather low traffic and would like to validate an increase rather quickly. For some, getting traffic can be a struggle. With that said, it can turn out to be a better business decision at times to run multi-variable tests.

      But, as you had mentioned, it is hard to attribute a specific change to the test’s outcome. Therefore, it may be more beneficial to run more single variable tests than multi-variable tests.

      I hope this helps!

  • Jonathan

    I see…and I like that…testing the basic premise of the page rather than tweaking details. Just to draw extremes, you could go out the other way…have a picture of a pet cemetery etc. Glad to hear that aspirational was better!

    The improvement says you’re on the right track…then you can test for finer details. Thanks!

  • Woof – got this one. The happy dog did it for me 🙂

    • John Nye

      Well done, Keely! I mean, who can deny a happy dog? 🙂