[Split Test] Which Fine Print Copy Increased Conversions by Over 20%?

It’s hard to find a landing page that doesn’t feature some type of security or anti-SPAM copy in fine print next to the opt-in button.

So what happens when someone changes that text to communicate something totally different? That’s what Brooks Hollan from Natalie Jill Fitness decided to find out with the following split test:

  • Version A: “100% Secure.”
  • Version B: “* It’s Free”

Which security verification copy do you think boosted conversions by 20.77%?

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...
*It's Free
100% Secure
1 What's Your Vote?
2 And the Winner Is...
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 20.77%
48% 52%

How People Voted

Click here to see our take on these results

If you chose Version A, you are correct!

Version A, with a 100% probability of outperforming Version B, received a 20.77% increase in conversion rate. Since the copy was the only change made, these results indicate that it was at the root of the major conversion rate boost.

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

  1. The customer recognizes and understands the use of the security lock icon and it relieves enough of their security-based anxiety.
  2. With the anxiety relief in mind, the customer is reassured that the offer is free and the copy acts as an incentive and is shown within the customer’s eye-path.

Not all customers are the same, but testing your security verification 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 A 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 security verification copy that you would like to test on your own landing pages? If so, you can set up the exact same type of test in under a minute. You can also split test headlines, text color, 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]