[Split Test] Which Landing Page Headline Increased Email Opt-Ins by 12.58%?

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Headlines are one of the most important aspects of a landing page or a LeadBox™. The headline is typically the difference between a customer leaving your page or reading on. Testing your headline is a great opportunity to not only increase your conversion rate, but also discover what best motivates your prospects.

That’s exactly why Jeremiah Desmarais from Agency Growth Academy ran the following split test. Jeremiah and his team tested two different strategies for their headlines:

  • Version A: “NEW video reveals…”
  • Version B: “FREE Insurance Marketing Training…”

Which landing page headline do you think increased email opt-ins by nearly 13%?

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...
50%
“NEW video reveals...”
“FREE Insurance Marketing Training...”
1 What's Your Vote?
2 And the Winner Is...
3 Free Guide
66%
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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Nope! Try Again Next Time!
Winner: Version B created an overall increase of 12.58%
46% 54%

How People Voted

Click here to see our take on these results

If you chose Version B, you are correct!

Version B, with a 100% probability of outperforming Version A, received a 12.58% 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:

  1. Utilizing the word “Free” to incentivize the click led to a greater opt-in rate.
  2. The new headline specifies that the video is “Insurance Marketing Training,” providing more clarity for the product offering.
  3. The customers found more value in the word “Training” rather than “video,” as it communicates an overall goal or lesson to be gained at its conclusion.

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 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 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.

[youtube http://www.youtube.com/watch?v=4QPp-zFMlw0]