[Split Test] Which Headline Increased Conversions by 33.31%?


Can a headline really affect a page’s conversion by over 33%? In this case, the answer is yes.

Here, we have a split test that Melissa Ingold ran to determine which headline would perform better on the landing page she created to promote her free calculator tool using the Apptastic template from the LeadPages™ Marketplace. Melissa and her team tested 2 different headlines:

  • Version A:“FREE Calculator for Entrepreneurs to Help You Determine What Your Time is Actually Worth!”
  • Version B: “FREE Calculator for Entrepreneurs to Help You Determine What an Hour of Your Time is Actually Worth!”

In the battle of the headlines, which one do you think Melissa’s visitors preferred?

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...
Version 1: Headline focuses on what the customer's time is worth
Version 2: Headline focuses on what the customer's time is worth per hour
1 What's Your Vote?
2 And the Winner Is...
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Free Download: See Results from 20 of the Best Split Tests We've Featured on Our Podcast, ConversionCast (Called "The Split Testing Encyclopedia of Results").
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 33.31%
17% 83%

How People Voted

Click here to see our take on these results

If you chose Version B, you are correct!

Version B, with a 97.44% probability of outperforming Version A, received a 33.31% increase in conversion. Since the headline 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 headline of Version B received the increase, here are a few of my speculations:

  1. Version B’s headline was more specific in regard to the measurement of time.
  2. The headline in Version B gave the user a better understanding of what to expect post-click.

Not all customers are the same, but testing headlines 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 an alternate headline that you would like to test on one of your landing pages? If so, you can set up the exact same type of test in under a minute. You can also split test images, 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 got this one wrong, John, so I was definitely surprised at the winner. And that goes to show you that “numbers don’t lie, people do,” and that split testing is such an important part of marketing.

    With a 33% improvement, Melissa is able to see big boost in the rest of her business just by a small adjustment in her headline.

    Oh, and I’m loving these split test voting challenges. Keep’em coming!

    • johnnye20

      Hi Bob, those are great points!

      In the world of digital marketing, testing is an innovative way to not only learn more about your customer, but a way to learn how to better craft your message for your target market(s). The more you test, the more you learn. Also, performing follow-up tests can lead to further improvements and more conversions!