The law of inertia says that a body at rest stays at rest, and a body in motion stays in motion, unless acted on by an external force. Marketers have borrowed this scientific truth and turned it into a concept known as “behavioral inertia.” That is, once your visitors have started moving in one direction—toward your email list—they’re likely to continue down that path unless something interrupts them.
That’s the theory behind including progress bars on your opt-in forms: if you can remind people that they’re already part way done, they’ll be more likely to finish opting in. In this A/B test, Marc Luber from JDCareersOutThere.com decided to see whether adding some extra motion would give visitors an extra push.
Did adding animation keep users in motion? Or were they more likely to opt in without the potentially distracting action?
Which version do you think increased opt-ins for this LeadBox™ by 19.05%?
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.
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 A you are correct!
Version A, with a 100% probability of outperforming Version B, increased opt-ins by 19.05%.
Although we can’t say with total certainty why this change caused the increase, here are a few of my speculations:
- The motion of the animation grabbed the customer’s attention and clearly communicated that they were close to getting what the call to action promised.
- Version B places the “50% Complete” text inside the progress bar, which may make it less legible and less compelling.
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 progress bars may be something to consider for your own LeadBoxes®.
To get the winning progress bar to use for yourself—plus several more—check out this post.
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 headlines, images, calls-to-action, form fields, 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.