Split Test Results: This Minor Background Change Boosted Response By 204%

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By Kat Von Rohr, Writer for LeadPages

Three gorgeous pages, with three stunning backgrounds.

But only one background more than doubled response in this simple split test.

Recently, LeadPages customer, Eric Ferreira ran this split test you see below to see which image of wine would generate more leads on this Facebook page for wine lovers, Mania De Vinho.

As you can see, he tested three variations of this basic centered squeeze page.

Of these three images, which background do you think dominated in this split test?

Take a guess and then scroll down to see the winner…

The copy on this basic centered squeeze page reads: “Free Guide Reveals: The 7 Steps to Choosing Your Wine as an Expert. Fill in below to receive the free guide.”
Choice A: The copy on this basic centered squeeze page reads: “Free Guide Reveals: The 7 Steps to Choosing Your Wine as an Expert. Fill in below to receive the free guide.”
Same copy, same basic centered squeeze page. Only this time, there’s a landscape shot in the background.
Choice B: Same copy, same basic centered squeeze page. Only this time, there’s a landscape shot in the background.
Choice C: Same basic centered squeeze page and copy, with a background that features three glasses of wine.
Choice C: Same copy, same basic centered squeeze page, with a background that features three glasses of wine.

And the Winner Is…

Choice B. This variation with the sunset in the background beat out the original and the second variation — with a 204.72% boost in response.

(Have any idea why this background image won? If so, I’d love to hear about it in the comments below.)

As you can see below, this variation also won with a 100% probability. That means our LeadPages split testing tool determined that there was a 100% probability that this result was NOT due to chance.

In other words, these findings are statistically valid. You can check out the data from inside LeadPages below.

Here’s an insider look at the data from inside LeadPages.
Here’s an insider look at the data from inside LeadPages.

According to our customer, Eric, the winning page also led to a nearly 40% conversion rate on this particular Facebook page. At the time, Eric was paying 0.08 for clicks in Brazil, so he secured opt-ins on this page for around 0.20.

Not bad for a couple quick pages that you can set up in minutes.

A big thanks to Eric Ferreira for sharing his results with us. As an Internet Consultant, Eric sets up digital marketing projects like this one for worldwide clients at the consultancy firm, WSI Digital Marketing.

According to Eric, LeadPages is currently their “#1 solution for creating squeeze pages.”

How to Run a Similar Test for Your Own Business

Right now, testing background images like this is the #1 most popular split test to run here at LeadPages.

It makes sense. After all, it only takes seconds to change the image on any LeadPages template. So simply swapping out the background photo is one of the easiest, fastest ways to create an entirely new page to test for your audience.

Changing the background also tends to have an impact on your response rate. As our customer, Eric said…

“I always test different background images because I always notice a huge conversion rate difference between different images.” – Eric Ferreira

Even with multiple variations (like in this test above), setting up a split test like this is fairly simple inside LeadPages. It only takes five simple steps…

  • Step #1: Create (or find) the page that you want to split test.
  • Step#2: Enable split testing on that page by clicking on “create test” on the page.
  • Step #3: Add a variation to this page by clicking “add variation” from the drop-down menu under “create test.”
  • Step #4: Choose which page you want to make a variation of.
  • Step #5: Save the page and you’re done! Ready to split test.

If you’ve never run a split test like this before inside LeadPages, I recommend you check out our video on split testing first.

Otherwise, if you’re a pro LeadPages customer, you can dive into the members area and start testing your own background images right now. Even if you’re not a pro customer, you can also use any outside split testing tool to run split tests inside LeadPages.

Before you go, I’d love to hear what you think of this split test in the comments. Why do you think Choice B won? Let me know below.

  • Tim Paige – LeadPages

    I love this. Such a simple change. I honestly thought for sure it would be the third one, but loved that it was the LAST one I thought. That’s why this stuff is important. Nice work Eric!

    • Jeff Wenberg

      I agree, it’s always awesome to see how the results compare to personal preference.

      • Kat Von Rohr

        Definitely! Thanks for weighing in Tim. 🙂

  • Vickie Kayuk

    #2 was the obvious choice. The contrast between the glass and the background was awesome, the glass was clearly visible and inviting, the scenery intimated late afternoon–the perfect time to relax with a glass of wine–and hinted at Italian or French vineyards.

    • Kat Von Rohr

      Nice! Thanks for sharing your insight Vickie. 🙂

  • Vickie Kayuk

    I was trying to figure out why I liked #2 so much more than the others.
    In the case of #1 I believe it was placement of the glass. It looks at first glance like the wine has been spilled. It’s too busy and the glass is too big.
    #3 looks too commercial and ‘in your face’, also, a bit like someone couldn’t make up their mind what kind of wine they wanted.
    #2 looks quiet, subtle, warm, relaxing, inviting, peaceful after a busy day.

    • Kat Von Rohr

      Agreed. #2 is very subtle and peaceful. Thanks for the insight. 🙂

  • Choice B reflects a scene that we could observe in “real life”. The other photos in A & B look like photos prepared for a magazine, cold and generic. B connects us with real life, and a setting that many of us would like to enjoy. That photo will get attention and invoke a positive mood even before the headline or offer is read, at least for people that appreciate such a setting.

    • Kat Von Rohr

      Good points. Thanks for the insight Joe. 🙂

  • Find Your niche!

    I picked the right one because the other two for some reason hurt my eyes and seemed a tag blurry.

    • Jeff Wenberg

      DING! DING! DING! We’ve got a winner! 🙂 *Virtual High Five*

  • jcarrier

    i like B the best but why not place the wine bottle/glass and perhaps some brie cheese off to the left more so it is not obscured by the opt-in box

    • Jeff Wenberg

      That’d be something that would be interesting to split test as well. Good idea jcarrier!

  • Maggie Percy

    I loved the landscape shot. It created an emotion in me, while the other pictures were just photos of wine in glasses. I think evoking a sense of expansion, beauty and relaxation was why it worked.

    • Kat Von Rohr

      Nicely put. Thanks for the insight Maggie. 🙂