A/B Test: Which Landing Page Design Increased Opt-ins 25.62%?

If you are familiar with our A/B tests posts here at LeadPages®, you may notice that they usually resemble a game of Spot the Difference. The two variants differ just by one often-subtle element.

Tests like these are easy to set up, and because they’re so simple, the takeaways are often crystal clear.

However, there is another style of A/B testing. This kind of test makes large-scale changes to several elements at once, using totally different messaging, templates, or design schemes.

A test like this is less like a footrace and more like a dance contest. It assesses which overall feel and style connects with the audience best, even if it makes it harder to tie your metrics to any given element.

I’d consider this a sort of pre-optimization test. When you don’t know where to begin, it can make a lot of sense to test two very different approaches to an offer. Then, you can take the winner and begin to run single-variable tests from there.

Let’s take a look at an example.

In this A/B test, Female Entrepreneur Association International customized the Basic Squeeze Page in two very different ways. Here’s a closer look at each one:

In Version A, a headline about “reaching your goal” and an image of someone happily kicking back emphasize the pleasure that comes after achieving something.


Version B focuses on the actual process of getting things done. It urges visitors to “achieve something incredible this month” and keeps the focus on the workbook it offers


Which version do you think increased opt-ins for this LeadPage® by 25.62%?

Go down to the comments and tell us which one you’d choose and why—then vote below to see if you were right!

Vote to reveal the winning A/B-tested LeadPage® and our analysis.

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