A/B Test: Which Landing Page Copy Increased Opt-Ins by 73%?


Business coach Jeanine Blackwell is a master at motivating her clients. (See just how successful she’s been in our Customer Spotlight profile.)

But in order to motivate them to improve their businesses, she first has to motivate them to opt in for her content. And even someone as skilled as Jeanine can use a little help from A/B testing to decide what kind of opt-in page copy will motivate them most.

In this A/B test, Jeanine tried 2 very different overall approaches in her copy. Version A takes an inspirational tone, asking visitors to imagine themselves as the owners of a 6- or 7-figure business and promising the information needed to get there.

Version B focuses on the readers’ current state (overwhelmed and producing unprofitable content, Jeanine assumes) and the small, practical steps they can take to get unstuck.

Which version do you think motivated visitors to opt in 73.11% more effectively?

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.

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Winner: Version B created an overall increase of 73.11%
30% 70%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 99.99% probability of outperforming Version A, increased opt-ins by 73.11%.

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

1. Version B’s promise of “3 Things You Can Do Right NOW” may have more clearly communicated the benefits of attending the webinar.

2. One of the bullets in Version B promises to reveal how visitors can market more effectively than 99% of others in their field, which may have prompted more visitors to sign up in the hopes of gaining an advantage.

3. Version A relies on visitors wanting to emulate their “favorite 6 or 7-figure coaching and consulting businesses,” but some visitors may not necessarily have a “favorite” business in this category.

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 copy may be something to consider for your own LeadPages®.


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 calls-to-action, images, 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.


Related Reading

A/B Test: Did a Green or Orange Button Increase Opt-Ins by 86.41%?
Check out the results of another of Jeanine’s recent tests here.

The Dark Side of Copywriting: When Should Your Landing Pages Go Negative?
Were you surprised that the more negative copy approach won here? Check out this post for some data that helps explain why Jeanine’s winning strategy was effective.