[Split Test] Which Headline Doubled This Landing Page’s Conversion Rate?

What is more important when writing a headline — specificity or length? When it comes to a landing page, balancing between the two can be a tricky task. Thankfully, split testing is a great way to find a happy medium.

In a split test ran by The Coaches’ Coach, Eric Dombach and his team provide us with a great example of how to find this happy medium by testing two different headlines:

  • Version A: “Learn the 14 Best-Kept Secrets of Business Coaching Franchisors: What They Don’t Want You to Know About Buying Their Franchise System”
  • Version B: “Everything You Need to Know BEFORE You Purchase a Business Coaching Franchise”

Which landing page headline do you think increased email opt-ins by 108.11%?

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%
“Learn the 14 Best-Kept Secrets of Business Coaching Franchisors: What They Don’t Want You to Know About Buying Their Franchise System”
“Everything You Need to Know BEFORE You Purchase a Business Coaching Franchise”
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").
It Contains Dozens of More Split Test Ideas, Results, and Insights.)
Click Here to Download my Free Guide

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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 108.11%
42% 58%

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 108.11% 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. Version A’s copy provided more value for the customer and left less to the imagination.
  2. Quantifying the number of featured “secrets” provides clarity, allowing the customer to better assess the amount of value offered by the system.

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 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 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.

 

[Case Study] How Real Estate Agents Are Generating High-Quality Seller Leads with LeadPages

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Click here to download this template

Or, to use this landing page template with LeadPages, click here to purchase it from the LeadPages Marketplace.

[Split Test] More Copy vs. Less Copy: Which Strategy Increased Opt-Ins by 60.58%?

The law scales of justice are a symbol of balance and fairness to people everywhere. Similar to the goal of justice, finding the right balance between the amount of copy and detail to feature on your landing pages is also key. Luckily for us, we have a great example to address with the jury (that’s you).

Here, we have a split test that Matthew Bates from SmartBarPrep ran to find how much copy to feature within a bulleted list on his landing page. Matthew and his team tested two different strategies:

  • Version A: More Detailed Bulleted Copy
  • Version B: Less Detail Bulleted Copy

Which bulleted copy strategy do you think boosted the click-through rate by 60.58%?

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%
More Detailed Bulleted Copy
Less Detailed Bulleted Copy
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").
It Contains Dozens of More Split Test Ideas, Results, and Insights.)
Click Here to Download my Free Guide

PRIVACY POLICY: We hate SPAM and promise to keep your email address safe.

YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 60.58%
25% 75%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!

Version B, with a 98.28% probability of outperforming Version A, received a 60.58% increase in conversion rate.

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

  1. The short copy featured in Version B reduced friction on the landing page, making it less crowded and easier to read.
  2. Version B provided enough detail to warrant an opt-in without overwhelming the customer.
  3. Version B may have left more curiosity on the table, thus driving more opt-ins.

Much like in court, not all cases are the same, but testing your bulleted 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 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 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 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.

[Marketplace] Author Spotlight Series #6: Jen Gordon

Could you imagine doing something over 3,000 times?

That would take some serious dedication. And imagine how good you’d be at that one specific thing.

Jen Gordon has done just that, laying claim to over 3,000 split tests. The result? She knows exactly what converts and what doesn’t when it comes to templates. She’s taken that knowledge and turned it into templates that convert — available to you in the Marketplace.

So this week, we sat down with Jen Gordon (click here to see a listing of all her templates) — creator of the Sell Your Online Course Page, Startup Theme Page and the Email Course Opt-In Landing Page, to name a few  — to break down the anatomy of a successful landing page, the psychological triggers behind conversions and where she draws inspiration for her template designs.

Enjoy this new edition of the Author Spotlight!

1) Why did you decide to create a template for the LeadPages Marketplace?

Even before a commission structure for template authors was released (100% commission? – yes please!) I knew I wanted to be a part of the LeadPages community. I’ve followed Clay and LeadPages’ work for years, and am always impressed with the tests and data driven conclusions published.

Another factor is I noticed a change in the design aesthetic for LeadPages. This caught my attention as a designer, knowing LeadPages values both conversions and good design. Everything I’ve observed told me this is a company I want to partner with. :)

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How 10 Rising Companies Turned Marketing Failures into Fuel for Growth

In recent years, failure has become glamorized.

You’ve seen article after article telling you to embrace failure, to fail forward, to fail quickly. The successful business owners you admire all have harrowing tales of epic screw-ups.

But there’s an important distinction to be made: the failure itself isn’t the important part. In fact, failure by itself is never a good thing. It’s what happens after the failure that matters most.

Failure presents a unique opportunity that’s often absent from success: it’s much easier to determine why something failed than to determine why something succeeded.

If you want to see someone act clueless, ask them what they’ve learned from their successes.

For example, look at Slack, the increasingly popular team communication Platform. In the span of 12 months, Slack went from not existing to being valued at over $1 billion. When the CEO of the company, Stewart Butterfield, was recently asked at a conference how they had become popular so quickly, his response was brutally honest:

“I have no ******* idea,” he said.

Failure doesn’t guarantee enlightenment. But it does provide the opportunity.

It was with that in mind that I recently spoke to some friends at companies I admire and asked them:

“What marketing failures have you experienced that you could teach us to avoid?”

Below, you’ll hear the stories of their most epic failures in their own words, and — most importantly — exactly what you can learn from each of these stories.

Jason VandeBoom, Founder and CEO of ActiveCampaign

Marketing Failures“My largest marketing failure happened a couple of times and was caused by our desire and habit of moving very quickly.

“We are moving at a fast rate and there have been times we have missed out on fully benefiting from some of the work we have done. We would release a major feature that would help all of our existing users (and bring in more users) but once the feature passed dev/QA it didn’t get the attention it deserved for marketing it to our existing users as well as potential new users. So much time was spent on the UX, development, and testing while the marketing of the update wasn’t given as much time.

“We now give post-release marketing & education the same attention (and resources) that we give UX, development, and QA. This has resulted in higher conversion rates of new users, lower churn, and consistently improving our average revenue per user.”

Key Takeaway: If you create an outstanding product, you need to remember to show people how outstanding it is.

At LeadPages™, we call this the “minimum marketable event.” It helps you recognize opportunities to talk about your product that you may otherwise miss. For example, every time we release a new free landing page template for LeadPages customers, we create a video about it on our blog. We do the same for major feature updates.

The ongoing evolution of your product provides tons of marketing opportunities — be sure you’re on the lookout for them.

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[Free Download] Boost Your iTunes Ranking with This Podcast Landing Page Template

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Click here to download this template

If you have LeadPages™, you don’t need to download this template – it’s already available to you inside your LeadPages account. Just log in and you’ll see how super easy it is to customize this page in seconds with no technical knowledge or skills, make it mobile responsive, integrate it with your email service provider or CRM, run A/B split tests, and publish it to Facebook, WordPress, or your own server.