Can displaying a warranty affect a page’s conversion by almost 85%? In this case, the answer is yes!
Here, we have a split test that Nicolas Norton from The Adamantine System ran to determine if including warranty-related copy on the following landing page would impact its conversion rate:
In Version B of this page, Nicolas added the following warranty section between the second call-to-action button and the PS:
In the battle of page content, warranty copy versus no warranty copy, which version do you think increased this page’s conversion rate from 8.72% to 16.10%?
Vote below to reveal the winning split test page and our analysis.
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How People Voted
If you chose Version B, you are correct!
Version B, with a 100% probability of outperforming Version A, generated an 84.59% increase in conversion. Since the warranty copy was the only change made, these results indicate that it was at the root of the major conversion rate boost.
Here are a few speculations as to why Version B outperformed Version A:
- Version B’s warranty copy relieved customer anxiety around how often the customer can revisit their classes and workshop program.
- The warranty copy of Version B was also located in proximity to the Call-to-Action button (at the bottom of the page), a common area where customers may begin to develop doubts about a product or service.
If you offer a warranty of any kind, you should consider testing including it on your 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 a landing page that you would like to have warranty copy featured on like this one? 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.