[Split Test] Which Headline + Sub-Headline Doubled Conversions on This Landing Page?

Dustin Riechmann and his team at Thrive 90 Fitness recently ran a headline + sub-headline test to determine which headline/sub-headline would best match their customers’ motivations. Their strategy consisted of one page with a headline and sub-headline specifically aimed at married couples, while the other page featured a short, to-the-point headline and no sub-headline.

Which version do you think more than doubled the page’s opt-in rate?

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...
Short headline, no sub-headline
Headline, couples-focused sub-headline
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 105.57%
40% 60%

How People Voted

Click here to see our take on these results

If you chose Version A you are correct!

Version A, with a 99.48% probability of outperforming Version B, increased conversions by 105.57%, more than doubling the page’s conversion rate.

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

  1. Version A clearly communicates the incentive of a “FREE Core Blast Workout” within the headline.
  2. Simply featuring a headline in Version A reduced the clutter on the page and made it easier for the customer to move further down the page.
  3. Version B was specifically aimed at married people, which may not have been the demographic making up the majority of the traffic to the page.

Not all customers are the same, but testing your headlines and sub-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 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 imagery, 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]