A/B Test: Which Landing Page Copy Increased Opt-ins by 50.83%?

When I look at a new A/B test, I usually have a pretty strong hunch about which variant converted better and why.

But today’s test has me a little stumped. Maybe you can help piece together a convincing theory in the comments.

As you may know, we feature a lot of single-variable tests, which typically make it easy to find the source of  a big impact on conversions. However, in this A/B test, Erich Andreas from Your Guitar Sage tested copy changes in two different areas: his subheadline and his call-to-action-button. It’s not necessarily easy to spot all the differences right away, so I’ll break them down here:

Version A

  • Subheadline: FREE Live Guitar Webcast Plus Live Q&A.
  • Button: Register My Seat to the LIVE Webcast

Version B

  • Subheadline: FREE Webcast For All Guitar Players. Live Video Webcast PLUS Q&A.
  • Button: Yes Erich, Sign Me Up For FREE

Which version do you think increased opt-ins for this LeadPage® by 50.83%?

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...
More emphasis on “live”
More emphasis on “free”
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").
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 50.83%
26% 74%

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 50.83%.

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

  1. Version B specifies that the webcast is “for all guitar players,” potentially capturing the attention of a broader audience than Version A.
  2. The call-to-action button in Version B emphasized the word “FREE,” which may have enticed more of Erich’s visitors.

Not all visitors are the same, but A/B testing your landing page copy 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? Was it the subheading, the button, or some combination of both? 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, copy color, 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.