What is more important when writing a headline — specificity or length? When it comes to a landing page, balancing between the two can be a tricky task. Thankfully, split testing is a great way to find a happy medium.
In a split test ran by The Coaches’ Coach, Eric Dombach and his team provide us with a great example of how to find this happy medium by testing two different headlines:
- Version A: “Learn the 14 Best-Kept Secrets of Business Coaching Franchisors: What They Don’t Want You to Know About Buying Their Franchise System”
- Version B: “Everything You Need to Know BEFORE You Purchase a Business Coaching Franchise”
Which landing page headline do you think increased email opt-ins by 108.11%?
Vote below to reveal the winning split test page and our analysis.
It Contains Dozens of More Split Test Ideas, Results, and Insights.) Click Here to Download my Free Guide
How People Voted
If you chose Version A, you are correct!
Version A, with a 100% probability of outperforming Version B, received a 108.11% increase in conversion rate. 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 change caused the increase, here are a few of my speculations:
- Version A’s copy provided more value for the customer and left less to the imagination.
- Quantifying the number of featured “secrets” provides clarity, allowing the customer to better assess the amount of value offered by the system.
Not all customers are the same, but testing your 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 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 headlines 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 calls to action, 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.