When you set out to write a headline for your webinar page, it may be obvious what you should write about: your webinar topic, of course.
But there’s another, harder question hiding behind that easy one: who should you write about? What perspective should you take?
If you’re promoting a webinar, there are usually at least three different perspectives your copy can take:
- First-person: you, the webinar host sharing what you’ve learned and experienced
- Second-person: your audience, the specific people whose lives will be improved by what you have to share
- Third-person: someone in your audience’s larger demographic, who has already benefited or stands to benefit from the information in your webinar
In today’s A/B test, webinar host Steven Di Pietro tested the impact of persona and perspective through two different headlines. Check out how they use perspective differently (note for non-Aussies: “tradie” is slang for “tradesperson”):
- Version A, first- and second-person focus: “If you’re a TRADIE running a business.’See how I doubled my turnover within three years. What would it mean for YOU and your business if you could do the same?'”
- Version B, third-person focus: “See how a MECHANIC can increase turnover $58,605 in one year by using a simple technique, and how it applies also to other Tradies!”
Which version do you think increased opt-ins for this LeadPage® by 50.56%?
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.
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How People Voted
If you chose Version B you are correct!
Version B, with a 97.51% probability of outperforming Version A, increased opt-ins by 50.56%.
Although we can’t say with total certainty why this change caused the increase, here are a couple of my speculations:
1. Version B’s headline specifies that the successful “tradie” is a mechanic. If a substantial proportion of the page’s visitors are mechanics, this may have made the webinar seem more relevant.
2. An increase of $58,605 in one year may have struck visitors as more substantial than a 100% increase within three years.
3. Version B mentions a “simple technique,” which may have made the webinar content seem easier to master.
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, 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.