[Split Test] Which Call-to-Action Button Copy Increased Opt-Ins by 131%?

The band Three Dog Night once sang, “1 is the loneliest number that you’ll ever do.” The number 1 may be lonely, but it’s the best number for split testing. I say this because changing 1 variable on the page you’re split testing gives you the clearest understanding of what works best on that specific page. This strategy not only helps you in the present but it can also assist you in the future as you continue to build and improve your page.

In a split test run by Lea Ann Garfias of Home Educating Family Association, Lea Ann tested two different calls-to-action on her 2 landing pages:

  • Version A: “Download for FREE”
  • Version B: “Download Now”

Which version do you think increased this simple landing page’s opt-in rate by 131.22%?

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...
“Download for FREE”
“Download Now”
1 What's Your Vote?
2 And the Winner Is...
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 131.22%
62% 38%

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, increased the landing page’s opt-in rate by 131.22%!

Although we can’t say with 100% certainty why this change caused the increase, here are a few of my speculations:

  1. The cost of the product was more important than it’s instantaneous availability.
  2. Use of the word “Free” in proximity to the call-to-action was more influential, leading to an increase in opt-ins.

Not all visitors are the same, but testing your call-to-action copy 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 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 landing page like this one 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, copy, call-to-action colors, 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]