[Split Test Results] Changing This Line Of Text = 2x Bump In Conversions

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Hello, my name is Clay Collins, co-founder of LeadPages and host of the Marketing Show, and one of the great things about having a landing page software company is that people send you really cool split test on a frequent basis. Here’s a split test that we got the other day from James Schramko. Here’s one that was sent to us from one of our clients, Mark. Actually, both of them are our customers, but this is from Marcos D’Urbano, and what we are constantly doing is taking the best of the split test that are sent to us and incorporating them back into the templates that people get on the show and in the LeadPages product. Now most of the time, we just quietly go about tweaking and improving these templates, but every once in a while, I want to share some of the more significant split test that are sent to us and that we’re doing ourselves in our own conversion lab.

Now, one of the things that we’ve been seeing lately is the importance of button text. In fact the text on your button is some of the most important text on your landing page. Here’s an instance where someone changed the text from create my account on the landing page to the call-to-action button saying create your account, and when they did that, conversions went down 24%. It seems like people who read copy on a page want to read it in the first person. They want the copy to reflect their own inner dialogues. Someone would probably look at something and say, “Hey, I want to create my account.” They wouldn’t want to say, “Create your account.”

Here’s another example again from content verb, and in this one, they’d changed the button text from start your free 30-day trial to start my free 30-day trial, and again, when the copy was written in the first person, and again, mimics the inner dialogue that a person has, someone reading this page would be thinking I want to create my account, not I want to create your account. When that happened, they had a 90% increase in sign ups simply by changing the word “your” to “my” on the button text. That’s all.

Anyway, with the importance of button text established, I want to talk about today’s split test. It comes from LeadPages customer and total rock star, Marcos D’Urbano. Marcos is the founder of simpleanalytics.net, and I encourage you to check out that site. He’s done an amazing job. He’s got this probably the best Google Analytics eBook I’ve ever seen given away for free. Really handy little reports when you join his list and he has a master’s degree. He’s not just a hobbyist. He has a master’s degree in statistics, data mining, and business intelligence. So he absolutely knows what he’s doing and he’s been working with internet and web analytics over the last 10 years.

Anyway, Marcos is of a number of customers that send me split testing results that we roll back into the default landing page templates that come with LeadPages, and I am so very grateful for that, so thank you Marcos. So here’s Marcos’ split test. On the left side, you see one version of the page where the button text says “Free Instant Access.” And on the right side of the page, you see the button texting “Download Now!” And as you can see in the data below, one of those pages is getting double the conversion rate of the other, literally a 100 % improvement in the conversion rate. So it’s quiz time. Which one do you think is getting the higher conversion rate? I’ll give you a second. It is the “Download Now” version of the button. So simply by changing text from “Free Instant Access” to “Download Now,” Marcos saw nearly a 100% increase in conversions for this page.

Now there could be a number of reasons for this. One reason is that the term “Free Instant Access” is used all the time, and so it might be a little bit overused, and people are becoming a little numb to that phrase. Another reason why “Download Now” may have outperformed “Free Instant Access” is that the word “download” is very concrete and the word “now,” of course, is very immediate. And so, when we see a button that says “Download Now,” we have a very clear sense of what’s going to happen. We’re going to click on the button and then we’re going to download something. It’s going to come on to our computer. When we see the word “Free Instant Access,” it’s a little bit more nebulous about what’s going to happen there. What is access? We don’t know. It’s the word “download” is much more concrete than the word “access.” Of course, when it comes to testing all post [0:04:25] hoc analysis is merely speculation. Testing is, first and foremost, about just doing what the number said.

So this weekend’s homework is as follows: find giveaway pages on your site and try using the phrase “Download Now” on the button text, which is an imperative command. You’re actually commanding folks to download the report now or whatever you’re giving away, and try this phrase “instead of” whatever you’re doing right now, and track the results, and see what happens. Homework isn’t a lot of fun, but the kind of homework that makes you money is a lot more enjoyable than usual,

and this isn’t going to take you very long. It will take a couple of seconds to change that text if you’re using LeadPages, and you’ll be off the races.

For coders and advance users, a copy of this template is available below for you to download and upload to your server, and it’s great with WordPress, and you know, do integrations with AWeber, Infusionsoft or like whatever. If you’re not that tentacle and you just want to do this immediately, this template is also available in LeadPages for LeadPages customers.

Anyway, my name is Clay Collins. I hope you’ve enjoyed this video, and I’ll talk to you soon. Take care.

[0:05:29] End of Audio

  • awesome again Clay

  • Thanks Clay! Just changed my buttons from “Sign Up Now” to “Start My Plan Now!” So easy to do in just a few seconds within LeadPages. Love it!

    • Awesome! Glad you were able to implement so quickly.

  • Another good one Clay. I notice Marcos still has ‘Free Instant Access’ on his front page, which seems strange as the other ‘Download Now’ is doing so well.

    • Marcos

      Steven. Yes I haven’t stop the test yet. So 30% of the traffic still see the Free Instant access. Thanks for the reminder that I have to stop it!

  • Marcos

    That’s awesome Clay! I didn’t know about the use of the first person for button text. I will test it for sure!

    • Thanks again for you data, Marcos! And for allowing me to share with everyone.

  • I love this and seeing people in different markets’ results, too. In retrospect the “your vs. my” makes a lot of sense, but it’s not a default for most people creating buttons. 🙂

    • Yeah, I’m really grateful when people send me split test results. And I agree about the button text: it makes total sense in retrospect but it’s not something that most people pick up on.

  • Thanks Clay! Just done my homework: http://happylifesystem.leadpages.net/ebook-fb/

    • Great work! Love the book cover.

    • RonCookPMP

      Watch the typo on the word “Disclaimer” on the bottom. Otherwise looks great!

  • wow – really powerful differences! this was super helpful – thank you!

  • you are a software rockstar Clay! well done

    • And you are a content god (and the most prolific person I know of) . . . thanks for all that you’ve done for our company.

  • Kath Luty

    That is really interesting! Intuitively I have always thought his must be true, but I was taught the ‘your’ version and have used it ever since. so MASSIVE thanks for clearing that one up. I’m off to change a few things now…lol

    • Awesome. Please hook me up with links for any cool finding that you come across 🙂

  • Love this–so smart 🙂

  • Daniel

    Hi Clay,

    Talking about conversions, I have a couple of questions for you.

    1.- Time before you were doing, but not now. Why don’t you use an “opt-in” form in the videos (at marketingshow)? It’s a feature I don’t use, because I find it a bit annoying, and I prefer a CTA at the end of the videos. Have you found the same has a better performance?

    2.- In your lists you don’t use double opt-in, so I don’t need to verify my email to receive yours. I’ve been told again and again that it’s better to use an double opted-in list, but have you found the opposite works better?


    • Daniel

      Any clue????

    • Daniel,

      (1) Opt-ins are turned on on our videos. But after you opt-in, you’re not shown the opt-in box again. What converts isn’t determined by what you do or do not find to be annoying, but what the data indicates works given a lot of traffic.

      (2) You said “I’ve been told again and again that it’s better to use an double opted-in list” . . . can you please define “better”? We’ve found that we simply make more money when double opt-in is turned off.

      Warm regards,

      • Daniel

        Thanks Clay. I’ve checked opt-in is enabled (silly me I was trying in the same browser I opted-in, sorry). I’ll give it a try again.

        Regarding double opt-in, I was meaning “better” in terms of number of number of subscribers and follow-up open rates. But, is there a better measure than money earned?

        In my case, I use aweber and have a high percentage of non-confirmed subscribers (40-50%), so I was thinking to turn off opt-in. But, then, I read something like “aweber sends emails from different servers when the list is a non double-opted-in list”, and thought it would affect the delivery and open rates. Do you think is it the case? Do you think the delivery will be affected?

        Thanks and continue with your great work. I’m a leadplayer customer and love your content, always very valuable.