A/B Test: Which Landing Page Increased Opt-Ins by 32.40%?

Most of the time we think about A/B testing as a way to optimize landing page performance.

But there’s another use for an A/B test you may not have considered …

To settle arguments with cold, hard data.

Now, I don’t actually know if that’s what went on with today’s featured test. But it could have been. Think about it this way …

Say you and a coworker are trying to create your next webinar page.

“I’d like to have a pretty direct, upbeat headline and call to action,” you say. “Maybe a bright blue and yellow color scheme to go with it. And wouldn’t it be cool to format the copy as a letter to church leaders?”

“Hm …,” says your coworker. “I think it’s better to draw readers in by asking questions in the headline—and doesn’t a ‘letter to the reader’ seem kind of old-fashioned? I was thinking a teal and orange color scheme would feel more modern, too.”

How to decide? You launch an A/B test—may the best landing-page creator win.
So, which of these 2 pages do you think increased opt-ins by 32.4%? Version A, the teal-and-orange page with the longer headline and copy that focuses on readers’ problems? Or Version B, the yellow-and-blue page with the shorter headline and “letter to the reader” copy?

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...
Teal/Orange, Longer Headline Focused on Readers' Problems
Yellow/Blue, Shorter Headline with "Letter to the Reader" Copy
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").
It Contains Dozens of More Split Test Ideas, Results, and Insights.)
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 32.4%
47% 53%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 95.81% probability of outperforming Version A, increased opt-ins by 32.40%.

Although we can’t say with total certainty why these changes caused the increase, as they are plentiful, here are just a few of my speculations:

1. The blue and yellow color scheme in Version B has a more businesslike feel, which may have harmonized more with the page’s message about creating reliable systems.

2. The sub-headline in Version A focuses on visitors’ problems, whereas Version B communicates that the webinar will provide a solution, increasing the perceived value of the webinar.

3. Version B explains the webinar’s content in greater detail, offering “practical advice on how to create healthy systems that improve everything from staffing to volunteer ministry, discipleship to service planning, and everything in between”—which may have more clearly communicated the benefits of attending.

Why else do you think Version B outperformed Version A? Let us know in the comments!

Not all visitors are the same, but A/B testing on a larger scale 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 headlines, images, lead magnets, 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: Did a Green or Orange Button Increase Opt-Ins by 86.41%? For another example of the power of A/B testing LeadPages®, check out this call to action button test.

4 Ways to Optimize Your Split Testing Strategy for Better Results and Crystal Clear Insights A/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.