Succeeding as a full-time artist takes both craftsmanship and a deep knowledge of one’s market. Fortunately for today’s featured A/B tester, the same two traits come in handy when you’re trying to write a great landing-page headline.
Knowledge of your market is especially crucial because an effective headline has to reflect your audience’s motivation for visiting your page in the first place. This is quite possibly the biggest influence on their decision to convert. It’s also something that you, as a business, can’t control.
But if you can’t control your visitors’ motivations, you can research them through A/B testing. That’s what Ann Rea of Artists Who Thrive did with a landing page offering her business plan for working artists.
In this A/B test, 2 headlines face off to determine what motivates Ann’s audience more: making money as fast as possible, or making money while retaining their integrity. Here are the headlines she tested:
- “Learn the Step by Step Process I Used to Sell Over $100,000 of My Art in 2005 (My first year as a full time artist)”
- “Learn the Step by Step Process I Used to Sell Over $100,000 of My Art (Without Feeling Like a Sell-Out)”
Which version do you think increased opt-ins for this LeadPage® by 123.38%?
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.
It Contains Dozens of More Split Test Ideas, Results, and Insights.) Click Here to Download my Free Guide
How People Voted
If you chose Version B you are correct!
Version B, with a 100% probability of outperforming Version A, increased opt-ins by 123.38%.
Although we can’t say with total certainty why this change caused the increase, here are a few of my speculations:
1. Version A may speak to a more limited percentage of visitors in identifying full-time artists who are just starting out.
2. In her other messaging, Ann emphasizes creative freedom and the need to depart from traditional business plans. That may harmonize better with Version B’s message of avoiding selling out.
3. I should note that the copy below Ann’s call-to-action button is also different, though similar in content. While I suspect that the more prominent headline change is responsible for this version’s edge, it’s possible that something in Version B’s more detailed post-CTA copy may have helped.
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 headlines 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 body copy, images, 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.
More About LeadPage® Headlines
A/B Test: Which Number Format Increased This Landing Page’s Opt-in Rate 139.76%?
For another example of the power of headlines, check out this LeadPage® test.
A/B Test: Did a Long or Short Headline Increase Opt-Ins by 38.23%?
Not sure which headline to use for your landing pages? Check out this A/B test and vote to see which headline gave this LeadPage a 38.23% lift!