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

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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...
50%
More emphasis on “live”
More emphasis on “free”
1 What's Your Vote?
2 And the Winner Is...
3 Free Guide
66%
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.

https://youtube.com/watch?v=3h3pQKLagng?showinfo=0

  • Gerardo Morillo

    Interesting I thought It was going to be Version B, lol and I turned out I was right.
    Version B, appears more Friendly(for a lack of a better).

    Gerardo Morillo
    http://prosperitylifehacks.com/

    • John Nye

      Well done Gerardo! I agree, in some businesses, a friendlier, more inviting tone can have a big impact on opt-ins. Thanks for weighing in!

  • Jennie

    The button text on A is poorly crafted and not even grammatically correct. “Register my seat” – really? People do notice this, whether or not they are aware of it.

    • Daphne Sidor

      Good point, Jennie—odd choices in wording can definitely undermine the overall impression of authority your page produces.

    • John Nye

      I agree Jennie, grammatically incorrect copy can have a negative impact as well. One thing to keep in mind is that if the visitor has a high level of motivation, or a special offer is being promoted (a free webcast in this case), the hit could be minimal because they have that higher drive to convert. This isn’t always the case but it has happened oddly enough.