Any high-converting landing page or LeadBox™ needs to have a sense of forward motion. But as it moves along, should your copy take the direct route or the scenic route?
If you take the direct route in a LeadBox™, you might decide to quickly recap your offer, highlight a couple of exciting words like “FREE” and “NOW,” and go on your way. That could be an excellent way to build momentum and get people to complete the opt-in faster.
But maybe that approach makes visitors feel rushed. Maybe you should take the scenic route, taking the time to restate your offer in a different way and break down what you’re offering with more detail so visitors better understand its value.
Which route will produce more conversions? Consider running a A/B test like today’s featured test. Version A describes the lead magnet as a training packet about “6 Things Successful People Never Do”—just like it says on the lead-magnet illustration—and keeps the copy short (though it does add “Now” to the button to gin up more momentum).
Version B takes its time to expand on the lead-magnet illustration. It explains that the training packet includes a “worksheet and training,” and describes the content more specifically as “6 Things That Are Stoping [sic] You on Your Way to Success.”
Which version do you think increased opt-ins for this LeadBox™ by 316.61%?
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 LeadBox™ and our analysis.
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How People Voted
If you chose Version A you are correct!
Version A, with a 100% probability of outperforming Version B, increased opt-ins by 316.61%.
Although we can’t say with total certainty why this change caused the increase, here are some of my speculations:
1. The copy in Version A is shorter, reducing clutter within the LeadBox.
2. Including “Now” in Version A’s button copy created more of a sense of urgency.
3. Version B misspells one of its key words (“Stoping”), which may have lowered the perceived quality of the lead magnet.
4. Version B assumes that visitors think of themselves as unsuccessful. That may not have resonated as well as Version A, which simply encourages visitors to find out whether they have the habits of successful people.
5. The title of the lead magnet matches the copy in Version A, providing continuity between the image and the copy.
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 copy may be something to consider for your own LeadBoxes®.
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 LeadBox™ 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 form fields, 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 LeadBoxes®
A/B Test: Which Copy Strategy Increased This Real Estate Agent’s Opt-Ins by 152%? For another example of the power of A/B testing LeadBoxes®, check out this copy test.
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