[Split Test] Which Welcome Gate Button Copy Increased Conversions by 227.04%?

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A couple of minutes. That’s often all it takes to change the copy on your call-to-action buttons. Yet that one simple change can often have a major impact on your conversion rate, as you’ll see in this split test from LeadPages™ user Dr. Edmond Dixon.

When first-time visitors landed on Dr. Dixon’s website, they were first directed to a welcome gate landing page that was split tested with the following two versions of button copy:

  • Version A: Click Here To Subscribe for Free Now
  • Version B: Get a FREE Parent Tip-Sheet Now!

Which button copy do you think increased the page’s conversion rate by 227.04%?

Vote below to reveal the winning split test page and our analysis.

Vote: Which Page Won This Split Test?
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"Click Here To Subscribe For Free Now"
"Get a FREE Parent Tip-Sheet Now!"
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2 And the Winner Is...
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Winner: Version B created an overall increase of 227.04%
10% 90%

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 227.04% increase in conversions. Since the call-to-action button copy was the only change that was made, these results indicate to us that it was at the root of the major conversion rate boost.

Although we can’t say with 100% certainty why Version B received the increase, I speculate that Dr. Dixon’s customers saw the incentive of a Parent Tip-Sheet as enough incentive to warrant a click and an email opt-in. Offering an incentive for the customer click is a common strategy to increase clickthrough and conversion, especially for lead generation. However, there are a few more elements that may have added to this test’s success.

Although they may not have had much of an impact on the test, there were a few differences between the copy featured on the Call-to-Action buttons that would could be considered potential validity threats including:

  • Click vs. Get: Although the terms “Click” and “Get” differ (typically “Get” has a more incentive-vibe to it), they are both actionable terms and may not have been a major contributor to the increase.
  • Free vs. FREE: The word “Free” in Version 1 only had one capital letter while Version 2 displayed “FREE” in all capital letters. This makes the term more prominent on the page and can influence the customer’s click.
  • The Exclamation Point: Version 1 did not feature any punctuation while Version 2 used an exclamation point, another strategy to encourage the customer click.

In my opinion, these potential validity threats may have helped increase conversion, but it is fairly unlikely that they would cause this significant of a lift on their own. Although we cannot say with 100% certainty which change in Version 2 caused the increase in conversion, the Parent Tip-Sheet incentive is most likely the most impactful of the changes.

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 few button copy options 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 headlines, colors, backgrounds, opt-in forms, images, 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]

  • Ed Zajac

    Great information. Quick question, about your “Free 11 Part Course” optin header at the top of the blog, is it just plain html? If it is html could someone just paste in the code for a lead box to appear when someone clicks on it? Thank-You

    • Hey Ed! I have seen customers do the exact thing you’re describing (triggering a LeadBox from a header bar), so yes it is very possible.

  • My question is did version B also subscribe them to his newsletter or whatever? I think the reason it was more successful was because they were going to get something to help them? Did they know it would also subscribe them to an email list. In the long run, that might backfire if they didn’t know they were going to be on his mailing list. If he says it somewhere else, then that’s probably okay. But if I am getting someone to be on my list, I want them to know I’ll be sending them stuff. I’d appreciate others’ thoughts on this subject.

    • John Nye

      Great points, James! In Version B, as it is in Version A, the customer is informed that they will be subscribed to the newsletter in the LeadBox that accompanies these landing pages.
      If this was not the case, that kind of practice could back fire, as you mentioned. In fact, some customers may feel duped by the process if they are unknowingly added to an email list and this could result in multiple negative actions taken by the customer.
      Good call, James!