[Split Test] Which LeadBox™ Headline Boosted Conversions 57.02%?

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Sometimes, achieving a boost in conversion rate can be as simple as changing a single word.

In this split test, Dan Camacho of InternetofMarketing.com tested two different headlines in his PSD Logo Template LeadBox™:

  • Version A: “Download To Get 14 Useful PSD Logo Templates To Help You Create Premium Logos for Any Business”
  • Version B: “Opt-In To Get 14 Useful PSD Logo Templates To Help You Create Premium Logos For Any Business”

Which headline do you think increased conversions by 57.02%?

Vote below to reveal the winner and our analysis!

Vote: Which Page Won This Split Test?
1 What's Your Vote?
2 And the Winner Is...
50%
"Download"
"Opt-In"
1 What's Your Vote?
2 And the Winner Is...
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66%
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 57.02%
75% 25%

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 57.02% increase in conversion. These numbers indicate to us that Version A inspired visitors to take action at a higher rate.

Here are a few of my speculations as to why “Download” (instead of “Opt-In”) may have caused this increase in conversion:

  1. “Download” may be interpreted as a customer-centric result, as the customer is the one receiving the download. On the other side, “Opt-In” may come off as a business-centric result, as it is the LeadBox’s primary goal.
  2. “Opt-In” may intimidate visitors and make them wary of what they’re opting into.

If you’re looking for a testing idea that’s quick and easy to implement, try experimenting with different headline copy on your landing pages and even LeadBoxes®!

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 few headlines 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 copy, 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]

  • John I like the way you worded the explanation. I chose A because its customer focused. I hope you guys keep these split test posts up. They are a fun break from the grind!

    • John Nye

      Well thank you Daniel! The split test blogs will continue to roll out every week so stay tuned and keep playing along.

  • I voted A as it tells you exactly what you’ll get. Opt-in doesn’t insist on the main offer which is to get the free resource. I’m just wondering one thing though: Did people where added to a mailing list in both cases (that’s what I get with opt-in but download sounds like you’re not subscribing to anything)?
    I’m asking because I had the issue with our own blog. I tried offering upgrade content as a way to get more subscribers. In that case people do get to download a PDF, case study, list of resources… but the ultimate goal is to have them join the newsletter in my case. When using download I found out lots of people were actually unsubscribing after they got their resources. That’s why in the end opt-in might bring more results (it worked in our case).

    Don’t know if I was really clear in my explanation there but your test made me think of that.

    • John Nye

      Great point, Aurelie. It is very beneficial to track customer behavior before and after the opt-in to better match your customers’ motivation and determine what they value most in regards to your offering. We’ve found that most visitors assume they will be added to an email list when they opt-in for a free download. However, that can certainly vary from audience to audience, which is why it’s good that you tracked their behavior once they were added to your list.

      • I think most of them got used to it and that’s why they look for the unsubscribe button as soon as they got what they signed up for.
        I think the best sometimes is to be transparent and explain what they’ll get from staying on the list. Having people unsubscribing is not such a bad thing after all if it means they would have ignored emails anyway.

        • John Nye

          Being transparent is also a great strategy. Properly informing the customer of the value exchange provides clarity while relieving any points of anxiety that the customer may have around the desired action/opt-in. Good call, Aurelie!

  • Cool case study! Thanks for these 🙂 However, am I wrong in thinking “Download to get…” doesn’t make sense? Same with the button label (without knowing the leadbox’s context). I’d suggest the site owner try “Get 14 Beautiful PSD Logos…” and change the button label to “Download Your Free PSD Logos” or something along those lines.

    • John Nye

      Thanks, Jason! You have some great suggestions here and they could be great follow-up testing opportunities for Dan and his team.

  • Tom

    I also think “opt in” doesn’t work because people don’t inherently want to opt in. There may even be a negative connotation with opting in – it brings up an objection your reader didn’t previously hold (he wasn’t thinking about your email list; he was thinking about your offer). In other words, you don’t wake up in the morning thinking, “boy, I want to opt in to something today.” However, using the word “download” makes the benefits abundantly clear.

    Guest brings up an interesting future test – would love to see the language here tweaked a bit more!

    Overall, great test – thanks for sharing!

    • John Nye

      You are very right, Tom. Using language that the customer is more likely to understand and also matches their thought process and need is ultimately what will earn a higher conversion rate and split testing allows just that.

  • It’s crazy to see that one single word can make such a difference in results. I learned about ABT (always be testing) and this again is proof of it 🙂

    • John Nye

      ABT (always be testing) is a great strategy when it comes to digital marketing. Testing allows you to find which strategies work best for you and your customers without “betting the farm” on it. Its a win-win when it comes to optimizing your landing pages, as well as most digital marketing efforts!