A/B Test: Which Copy Strategy Increased This Real Estate Agent’s Opt-Ins by 152%?

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How do you write copy that gets people to take advantage of your offer?

Typically, you start by thinking about all the reasons they might want to opt in, and then incorporate the most compelling reasons into your copy.

But what if you took the opposite approach? What if you thought about all the things preventing visitors from opting in, and used your copy to address their concerns?

In today’s A/B test, real-estate agent Will Daly from We Know Urban Realty tested that strategy on a LeadBox™ designed to get people to schedule a condo viewing. One version sought to allay visitors’ fears that they’d be subjected to high-pressure sales tactics, while the other took a more straightforward approach:

  • Version A: Anxiety-reducing copy—”Want to see this community? Afraid that we’ll bug the heck out of you? Don’t be. We will follow up with you but we will not pester you. I promise!”
  • Version B: Action-oriented copy—”Want to see properties in this building? Fill out the form and our expert will get back to you right away.”

Which LeadBox™ copy do you think increased opt-ins by 152.15%?

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%
Anxiety-Reducing Copy
Action-Oriented Copy
1 What's Your Vote?
2 And the Winner Is...
3 Free Guide
66%
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 152.15%
62% 38%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 100% probability of outperforming Version A, increased opt-ins by 152.15%.

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

1. By focusing on a potential downside, Version A may have inadvertently raised concerns that visitors may have never considered otherwise.

2. The copy in Version A occupied much more space, potentially making the opt-in process seem more complicated.

Why do you think Version B outperformed Version A? Let us know in the comments!

Not all visitors are the same, but testing your copy 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, form fields, calls to action, 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 Adding a “Hint” Help or Hurt This Headline by 313%? For another example of the power of A/B testing LeadBoxes®, check out this headline test.

4 Ways to Optimize Your Split Testing Strategy for Better Results and Crystal Clear Insights A/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.

  • jerome

    I think you’re right in your analysis, focus on the Positive NOT the Downside…you only create and/or re-enforce concerns of the User. Also I’d think the Realtor (which I am) would want to be able to try and Communicate with them, not place a disclaimer that he won’t.

    • John Nye

      Very good points, Jerome! Thanks for the industry perspective!