A/B Test: Which Headline Increased Webinar Opt-Ins by 273.8%?

Where’s the line between “tried and true” and “been there, done that”?

As marketers, we can easily become desensitized to our own techniques. For example, a headline formula that seems overfamiliar to someone who’s written hundreds of headlines might seem fresh and compelling to someone who encounters it in the wild.

Or it might seem familiar to them, too. One way to find out: run an A/B test. That’s what entrepreneurs Matt Bacak and John Cornetta did with this webinar page headline. Version A used time-tested persuasive copywriting techniques such as building suspense with an ellipsis, prioritizing the word “free,” and suggesting exclusivity with talk of a “secret revealed.”

Version B was much more straightforward, presenting the webinar as a simple how-to:

  • Version A: “Free Webinar Reveals… “Secret to Sell Over $1,800,000 of T-Shirts on Facebook”
  • Version B: “How to Make 6 Figures per Month Selling T-Shirts on Facebook”

Which version do you think increased opt-ins for this LeadPage® by 273.80%?
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...
“Free Webinar Reveals… “Secret to Sell Over $1,800,000 of T-Shirts on Facebook”
“How to Make 6 Figures per Month Selling T-Shirts on Facebook”
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.)
Click Here to Download my Free Guide

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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 273.8%
48% 52%

How People Voted

Click here to see our take on these results

If you chose Version A you are correct!

Version A, with a 100% probability of outperforming Version B, increased opt-ins by 273.80%.

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

  • The headline in Version A clearly indicated to the visitor that the webinar was free, and who doesn’t like free?
  • Version A’s headline sums up what you’ll get in one neat package, the “secret to sell.”
  • “Over $1,800,000” may have seemed like a larger, more compelling sum to visitors than “six figures per month.”

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 your headlines may be something to consider for your own landing pages.

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 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.


More About A/B Testing Headlines

A/B Test: Which Landing Page Headline Increased Opt-ins by 123.38%?
For another example of the power of A/B testing headlines, check out this LeadPage® test.

A/B Test: Did a Low Price or a High Value Increase Opt-Ins by 150.93%?Low price or high value, which sub-headline strategy do you think resulted in a 151% lift? Check out this A/B test and vote to see which one won!

  • Karsus

    First: I didn’t notice the “Free Webinar Reveals…” part, because the quotes pulled my attention to “Secret to Sell Over $1,800,000 of T-Shirts on Facebook”, and my naturally skimming eyes jumped to the highlighted content.

    I bet on A because the number was large and clear, and “six figures” is vague, unspecific, and probably common sounding in pitches at this point.

    • John Nye

      Very well said, Karsus! You pretty much hit the nail on the head with this one!

  • Drew_DA

    Hi John,

    One thing I’d like to know is what creative drew the visitor to this page. Did the creative mention 6 figures, a webinar, or something different?

    This is very important to take into context.

    Also, I would be curious about which traffic source was used to bring visitors to this page. I know for example that on Google and Facebook that neither headline would be approved in an ad.

    Maybe you can help elucidate this and really put some “legs” on this study for us?

    • John Nye

      That is a very good point/question, Drew. Unfortunately, I don’t have an answer for you here. My best guess would be that most of the traffic came from an email send of some sort. :-/