A/B Test: Which Headline Increased Opt-Ins by 38.25%?


Being an independent musician doesn’t mean going it alone. Even the rapper Macklemore, who’s been widely celebrated for his success selling tens of thousands of albums independently, struck a deal with an arm of Warner Music Group when it came time to get his music distributed more widely and sail to the top of the charts.

In today’s A/B test, digital marketer Dave Kusek of Digital Cowboys teamed up with client New Artist Model to give indie musicians a leg up of their own. The help they offered came in the form of an e-book full of strategies for navigating the music world without a major label, and they offered it with a LeadBox™.

To get more musicians to take New Artist Model up on their offer, Dave decided to optimize  his LeadBox™’s headline with an A/B test. In Version A, he took an ultra-positive tone that focused on the book’s contents and benefits: “Learn the success strategies that will propel your music career forward!”

Version B was less sunny. It implied that the e-book was a limited resource, warning, “Grab This E-Book While You Still Can.”

Which version do you think increased opt-ins for this LeadBox™ by 38.25%?

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.

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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 38.25%
53% 47%

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 38.25%.

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

  1. The fear of missing out on the lead magnet prompted more visitors to take action in Version B.
  2. Version A never uses the word “e-book,” which may have left visitors less clear about what they were getting.

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 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, text colors, calls-to-action, 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.


  • Wow, this was a real eye opener as I knew more people would click on B as it communicates more urgency … but I know I would have used A. Now the challenge is how do I change my perspective to write more compelling headlines.

    • Daphne Sidor

      Tina, I had the same reaction! (And, given the very split results of the poll, we’re definitely not alone in preferring the “losing” version on some level.) When I look at Version B, I start thinking, “Well wait, this is an e-book, why would supplies be limited?”

      But the data suggests that I may be overthinking things, and that—at least for some audiences, including this one—writing toward the gut rather than the head is often more effective.