A/B Test: Which Landing Page Template Increased Opt-Ins by 44%?


When you combine LeadPages’ template library and Marketplace, you’re looking at around 300 landing page templates to choose from.

There are a couple of things you can do to narrow down that dizzying array. You can sort them by category. You can even sort through them based on the average conversion rate of all the pages published using each template.

That helps. But you’re probably not a totally average business. After all, there could be a template out there that may outperform the others based on your industry, demographics, etc. Fortunately, there’s one more thing you can do: run an A/B test.

In today’s A/B test, Jeff Herring tested 2 different templates to promote his webinar. Version A uses the Thank You/Webinar Page template and features the call to action at the top of the page, with a more compact page layout. Version B uses the Web 3.0 Webinar Registration page, which features smaller graphics, a more spacious layout, and a countdown timer.

Which version do you think increased opt-ins for this LeadPage by 43.96%?

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...
Thank You/Webinar Page template
Web 3.0 Webinar Registration Page template
1 What's Your Vote?
2 And the Winner Is...
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 43.96%
72% 28%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 99.97% probability of outperforming Version A, increased opt-ins by 43.96%.

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

1. The larger call-to-action button in Version B had space to emphasize the instant workbook download, which may have prompted more people to sign up.

2. The webinar date and time were more prominent in Version B, which may have produced a greater sense of urgency.

3. The photo in Version A became somewhat distorted at the larger size, which may have made the page look less polished and suggested a lower-quality experience.

4. The countdown timer in Version B created a stronger sense of urgency.

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 templates 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, 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 Headline Increased Webinar Opt-Ins by 273.8%?
For another example of the power of A/B testing LeadPages®, check out this headline 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.

  • Nathan Brammeier

    I personally just think that B looked cleaner and simpler. Info at the top, CTA, a basic list and then another CTA.

    • John Nye

      Well said, Nathan! A cleaner presentation usually performs well and I couldn’t agree more that Version B has a much simpler presentation.