[Split Test] Which Landing Page Background Increased Conversions by 35.38%?

Alfred Eisenstaedt once said, “It is more important to click with people than to click the shutter.” Although this quote came from a German photojournalist that lived through nearly the entire 20th century, this quote could not be more true today. In fact, this quote is the very theme for today’s split test.

In this split test, Cathy Donovan Wagner from Retail Mavens tested two images to determine which background image would be more likely to “click” with her customers:

  • Version A: Mountain top, no wall
  • Version B: Cliff edge, with wall

Which landing page background image do you think increased conversions by 35.38%?

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...
Mountain top, no wall
Cliff edge, with wall
1 What's Your Vote?
2 And the Winner Is...
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 35.38%
59% 41%

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% probability of outperforming Version A, received a 35.38% increase in conversion rate. Since the background image 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 background image change caused the increase, here are a few of my speculations:

  1. Both the cliff and the broken wall best resonated with the customer because of the “breakthrough” symbolism that the image represents.
  2. The dark brick-color scheme made the body copy more prominent, making it more likely to be read and acted upon by the customer.

Not all customers are the same, but testing background images 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 background images 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 headlines, text color, 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]