A simple image swap.
That's all it took to boost conversions on this LeadBox by 24%.
Today's LeadBoxes split test comes to us from Tim Paige of the LeadPages ConversionCast podcast. As you can see, the layout and copy on these two LeadBoxes are identical. The only change here is the image.
Take a look at the two LeadBoxes and see if you can tell which version captured 24% more opt-ins.
(Here's a hint: The results were NOT what Tim expected.)
[caption id="attachment_3133" align="aligncenter" width="669"]
Original/Control - The Pointing Finger: A simple LeadBox with an email field and yellow button. Here, the left graphic is a black and white finger pointing toward the copy.[/caption] [caption id="attachment_3134" align="aligncenter" width="702"]
Winner: +24.12% - ConversionCast Arrow: The finger is replaced by a ConversionCast-branded arrow. Otherwise, nothing is changed from the pointing finger LeadBox.[/caption]
Tim’s Unexpected Results
The winner was the second variation with the ConversionCast Arrow.
With a conversion rate of 63%, the ConversionCast arrow showed a 24.12% improvement over the image of the pointing finger. At a statistically significant 91.3% probability, Tim can conclude from these results that his image swap was responsible for the boost. (Keep in mind, anything over 90% is considered statistically significant when split testing.)
Now, for every hundred visitors to this LeadBox, Tim can expect to see approximately 13 more conversions solely by switching the image.
This kind of clean-cut of test is my favorite to analyze. Everything but the images is unchanged, which minimalizes the chances of secondary variables influencing the results.
Take a look at the full results below. [caption id="attachment_3137" align="aligncenter" width="1240"]
This is the report Tim generated when he ran his LeadBoxes split test. Conversions are divided by visitors to form conversion rates. These are compared to get a percentage change and then statistically analyzed to find the probability of outperforming the original.[/caption]
Tim Shares His Thoughts
The last time we went over one of Tim’s split tests, I mentioned that he was an expert on the matter. I may even have hinted that I’d be surprised if he ever guessed a split test result incorrectly.
As he explains below, Tim based his incorrect assumption on an earlier split test in which the pointing finger actually bested another version of the ConversionCast logo.
“I originally had that weird-looking hand as the only image on the LeadBox. When we tested it against the ConversionCast logo — the hand beat the logo by around 30%.
“The branded arrow used in this test was designed specifically as a replacement to compete against the hand. I still thought the hand would win based on our previous experience with the power of the finger. . . but the arrow won out.
“At the end of the day — combining professional, branded imaging with the proven conversion lifter (pointing/eye direction) ended up winning out overall."
It just goes to show that every test can generate new information. Even something that looks very similar can sometimes produce significantly different results.
I’m curious to hear what you thought about these results. How did your expectations measure up to Tim’s? Why do you think this test varied from his previous experiences with the hand images vs. a ConversionCast logo? Let me know in the comments below.
Running This Test on Your Own
I’d like to say thank you again to Tim Paige for sharing his test with us. My heartfelt condolences on predicting the winner incorrectly this time.
LeadBoxes, like the one Tim used in this split test, are a powerful and simple way to capture conversions. Best of all, they can be used on any page that uses HTML and are available to all LeadPages customers — Standard, Pro, and Enterprise.
Here, Tim tested a new image, but you can also split test copy, colors, and just about any design change you can think of on LeadBoxes.
Check out the video below to see how you can run your own LeadBoxes split tests in a matter of minutes.
