A/B Test: Did a Long or Short Headline Increase Opt-Ins by 38.23%?

Scrapbooking takes the best of the past and carries it forward to enrich your life in the future. It can be highly creative, but it’s ultimately based in real, lived experience.

In other words, it’s a little like A/B testing. (You knew I was going to get there eventually, right?) You assess what’s worked in the past and apply your creativity to—hopefully—get great results going forward, all while keeping track of the data so it can go into your next project.

Sometimes that creativity results in a value-rich headline that clearly communicates why your product or service is so great. However, there’s a fine line between going into compelling details . . . and just going on and on. A lengthy, content-heavy headline may be too much for the visitor to handle, and can negatively affect your opt-in rate.

In this A/B test, a very value-rich but long headline squares off against a more concise headline. Did the longer version’s 9 extra words add more weight to the offer, or sink the conversion rate?

Which version do you think increased opt-ins for this LeadPage® by 38.23%? 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...
Longer, More Value-Rich Headline
Shorter, More Concise Headline
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").
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 38.23%
23% 77%

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% probability of outperforming Version A, increased opt-ins by 38.23%.

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

  1. The specificity provided in Version B (9 PROVEN Tips) communicates more real-world value in fewer words.
  2. The lengthy headline in Version A overwhelmed visitors and brought down the page’s opt-in rate.

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®.

Click here to get the free split-test guide

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 calls to action, text colors, images, 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.