Any high-converting landing page or LeadBox™ needs to have a sense of forward motion. But as it moves along, should your copy take the direct route or the scenic route?
If you take the direct route in a LeadBox™, you might decide to quickly recap your offer, highlight a couple of exciting words like “FREE” and “NOW,” and go on your way. That could be an excellent way to build momentum and get people to complete the opt-in faster.
But maybe that approach makes visitors feel rushed. Maybe you should take the scenic route, taking the time to restate your offer in a different way and break down what you’re offering with more detail so visitors better understand its value.
Which route will produce more conversions? Consider running a A/B test like today’s featured test. Version A describes the lead magnet as a training packet about “6 Things Successful People Never Do”—just like it says on the lead-magnet illustration—and keeps the copy short (though it does add “Now” to the button to gin up more momentum).
Version B takes its time to expand on the lead-magnet illustration. It explains that the training packet includes a “worksheet and training,” and describes the content more specifically as “6 Things That Are Stoping [sic] You on Your Way to Success.”
Which version do you think increased opt-ins for this LeadBox™ by 316.61%?
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 LeadBox™ and our analysis.