[Split Test] Which Headline + Subheadline Increased Email Opt-Ins by 216.42%?

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Can changing two lines of text really increase a conversion rate from 9.17% all the way to 29.02%? In the case of this split test, the answer was yes.

Frank Rumbauskas from NeverColdCall.com created this split test to determine which of the following headline + subheadline combinations would get more visitors to opt-in for his free PDF:

  • Version A: Sick of Cold Calling? Learn 13 ways to generate an endless supply of hot, qualified leads – and never cold call again.
  • Version B: The Never Cold Call Again System: Learn how to generate an endless supply of hot, qualified leads – and never cold call again.

In the battle of headlines and subheadlines, which one do you think achieved a 216% boost in conversions?

Check out images of the two versions below, and then vote 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...
Concern-driven headline, quantifiable subheadline
Product-centric headline & subheadline
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 A created an overall increase of 216.42%
70% 30%

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 216.42% increase in conversion rate, boosting the original conversion rate of 9.17% all the way to 29.02%. Since the headline and subheadline 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 A received the increase, here are a few of my speculations:

  • Customers identified with a concern/need that was displayed in the headline of Version A (being “sick of cold calling”).
  • The number of lessons that are used in this system have been quantified (13).

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

Why Do You Think Version A Won?

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.

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.

  • I think version A won out because the headline addresses a common problem that people can relate to. It also backs that up by offering a solution – the 13 ways. B takes a more generic approach stating there is a solution, but doesn’t directly hit on the pain points. There also isn’t a very clear picture on what they are getting when they opt-in. Likely more marketing fluff.

    • johnnye20

      Great points, Christian! Thanks for voting and adding your thoughts.

  • Apart from what you already pointed out about it, version B reads very awkwardly to me. “The Never Cold Call Again System”. “Never Cold Call Again” needs some emphasis or color to set it apart.

    • Imagine your “The internet’s next generation lead generation platform” callout without the emphasis. Looks awesome as-it-is, though. don’t touch! 😉 ->

    • John Nye

      Hey Jason. These are great points as well! In our experience, we have seen some big lifts through split testing font color, font size, and even the position of the copy.  Placing greater emphasis on valuable copy draws the customers’ eye and prevents the value from going unnoticed by the customer!

  • Ok all I want to know is when can we get this cool voting thing for our own websites!?! 🙂

    • John Nye

      Glad you’re a fan of the widget, Dan! For now, this is just something we had built for our split test blog posts. We don’t currently have plans to make it available, but we’ll let you know if that ever changes.

  • Was it mentioned yet questions are irresistible?

    The way our minds work, reading a question automatically stimulates our brains in a way that makes us want to respond.

    Kind of like how I did with the first sentence in this comment.

    • John Nye

      Well done Raymond! Great point and example, I couldn’t have said it better myself.