[Split Test] Which Headline + Body Copy Increased Email Opt-Ins by 20.05%?

Richard Volz and Mike Lawrence from DirectLiquidation.com created this split test to determine which headline + body copy-focus would get more visitors to opt-in to their email list:

  • Version A Headline: Buy Electronics Below Wholesale Prices
  • Version B Headline: Buy Electronics Wholesale – No Middle Man

They also slightly modified the body copy to focus just a little bit more on cutting out the middle man (see screenshots below).

In this battle of headlines and body copy, which version do you think increased conversions by 20.05%?

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...
50%
Buy Electronics Below Wholesale Prices
Buy Electronics Wholesale - No Middle Man
1 What's Your Vote?
2 And the Winner Is...
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66%
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 23.05%
34% 66%

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% probability of outperforming Version A received a 20.05% increase in conversion rate. Since the headline and body copy were the only changes that were made, these results indicate to us that they were at the root of the major conversion rate boost.

Although we can’t say with 100% certainty why Version B received the increase, here are a few of my speculations:

  1. Customers identified with the concern that was displayed in the headline and body copy of Version B (inheriting higher prices due to the use of a middle man).
  2. The value of removing a “middle man” for better prices may have incentivized the opt-in and communicated one of Direct Liquidation’s competitive advantages.

If you’re looking for a split test to run on your own pages, trying dramatically different headlines and body copy can impact your conversion rate in a big way.

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.

Want to run a similar test on your own landing page? If so, you can set up the exact same type of test in under a minute. You can also split test 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]

  • I’m loving these split tests, John! Nice work!
    🙂

    • John Nye

      Glad to hear it, Kevin! Stay tuned as there will be more to come!

  • These split tests are always fun. I couldn’t help but ignore the second line on “A”‘s headline after reading the word “Below”

    • John Nye

      You raise a good point, Jason. Sometimes, specific terminology can deter customers from reading further, especially when it is displayed on a landing page.