A/B Test: Which Landing Page Headline and Background Increased Opt-Ins by 47.13%?


The details matter. It’s one of the big lessons of A/B testing, in which double- or even triple-digit conversion-rate gains can result from seemingly tiny tweaks.

In today’s A/B test, we’re looking at the impact of detail in a slightly different way—as in, how detailed your landing page copy and images should get.

Version A features a simple 4-line headline over a middle-distance shot of craft supplies.

Version B displays a close-up photo of a similar art project in progress, and packs much more into the 6-line headline: “You’re About To Discover 151 Scrapbooking Tips To Help You Save Money, Time & Boost Your Creativity Through the Roof!

Which version do you think increased opt-ins for this LeadPage® by 47.13%?

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?
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2 And the Winner Is...
4-line headline, middle distance shot
6-line headline, close-up photo
1 What's Your Vote?
2 And the Winner Is...
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 47.13%
44% 56%

How People Voted

Click here to see our take on these results

If you chose Version A you are correct!

Version A, with a 95.71% probability of outperforming Version B, increased opt-ins by 47.13%.

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

1. Visitors were more interested in improving their scrapbook layout with ease, rather than saving money or becoming more creative.

2. Version A’s headline is more specific, making the benefits of the e-book more vivid for visitors.

3. Although the two background photos are similar, the brighter elements in Version B, combined with the longer headline, may have made the page feel more cluttered and distracted visitors from opting in.

Your takeaways from a test with multiple variables can be rather murky. However, a test like this can help direct you toward future tests on your landing pages.

In this case, I would recommend running a follow-up A/B test featuring the copy from Version A on both pages and testing only the backgrounds against one another. This would allow you to determine if the background truly had an impact and if you should consider using the same background on another landing page.

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 and background images 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 A 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 videos, 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.


More About A/B Testing LeadPages®

A/B Test: Which Background Image & Headline Increased Opt-Ins by 15.93%?For another example of the power of A/B testing 2 variables at the same time on a LeadPage®, check out this background image and headline test.

4 Ways to Optimize Your Split Testing Strategy for Better Results and Crystal Clear InsightsA/B testing has become one of the easiest ways to increase conversions. Learn how to optimize your A/B testing strategy for better results and insights with these 4 simple tips.

  • Jim Bell

    Well, I did pick “A” primarily because of shorter headline; however, I would venture that this test is somewhat suspect because you basically changed two variables – the headline and the background. My experience is to only make one tweak at a time in an A/B test. If you are using some sort of multi-variate scheme then that is ok.

    • John Nye

      Hey Jim, you raise a very good point. Single variable tests are much more trustworthy as you’re able to pinpoint what exactly influenced a change in conversion. And, to be honest, single variable tests are my personal favorite for that exact reason.

      However, single variable testing isn’t the only way to test. You can run effective A/B tests by using multiple changes. This is typically a good strategy in a couple of situations:

      1. You have run multiple single variable A/B tests and can’t find a way to beat the control. These multi-variable tests are a great way to determine if you’re page is truly that dominant, as well as inspire future single variable test ideas.

      2. You have rather low traffic and would like to validate an increase rather quickly. For some, getting traffic can be a struggle. With that said, it can turn out to be a better business decision at times to run multi-variable tests.

      But, as you had mentioned, it is hard to attribute a specific change to the test’s outcome. Therefore, it may be more beneficial to run more single variable tests than multi-variable tests.

      I hope this helps!

  • I think it’s B,

    • Daphne Sidor

      Interesting, Lorna! You were definitely in the majority here, although that didn’t end up being the winning variation.What made you pick Version B?