[Split Test] More Copy vs. Less Copy: Which Strategy Increased Opt-Ins by 60.58%?

The law scales of justice are a symbol of balance and fairness to people everywhere. Similar to the goal of justice, finding the right balance between the amount of copy and detail to feature on your landing pages is also key. Luckily for us, we have a great example to address with the jury (that’s you).

Here, we have a split test that Matthew Bates from SmartBarPrep ran to find how much copy to feature within a bulleted list on his landing page. Matthew and his team tested two different strategies:

  • Version A: More Detailed Bulleted Copy
  • Version B: Less Detail Bulleted Copy

Which bulleted copy strategy do you think boosted the click-through rate by 60.58%?

Vote below to reveal the winning split test page and our analysis.

Vote: Which Page Won This Split Test?
1 What's Your Vote?
2 And the Winner Is...
More Detailed Bulleted Copy
Less Detailed Bulleted Copy
1 What's Your Vote?
2 And the Winner Is...
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 60.58%
32% 68%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 98.28% probability of outperforming Version A, received a 60.58% increase in conversion rate.

[Tweet=”Can you guess which page won this split test? I did! http://ctt.ec/2sobc+”]

[Tweet=”Can you guess which page won this split test? The results surprised me: http://ctt.ec/5fD6r+”]

Although we can’t say with 100% certainty why this change caused the increase, here are a few of my speculations:

  1. The short copy featured in Version B reduced friction on the landing page, making it less crowded and easier to read.
  2. Version B provided enough detail to warrant an opt-in without overwhelming the customer.
  3. The customer may have received enough information to make an informed decision in Version A, thus reducing click-through.

Much like in court, not all cases are the same, but testing your bulleted copy may be something to consider for your own landing pages.

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 Enterprise users can run any split test inside LeadPages™ in just five clicks.

Do you have a landing page 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 split test copy, colors, backgrounds, opt-in forms, 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.

[youtube http://www.youtube.com/watch?v=4QPp-zFMlw0]