Danish copywriter and split-tester, Michael Aagaard, shared a number of his web page split-testing case studies. You can see them here:


To me, the most interesting – in the sense of “bang for your buck” – was the first one. In this test, the only change was the text of the first bullet.

Original version:

Insights and experience from 4 years of research and over 350 A/B tests distilled into one 26-page free ebook

Test version:

Read the book in just 25 minutes and get insights from 4 years of research and over 350 A/B tests

The latter version increased conversions by 18.59%. (Statistical confidence 98%.)

Why did the 2nd bullet produce 18.59% more conversions?

Michael writes,

…time is a barrier that impacts my decision every time I’m about to download a free ebook; I simply don’t have time to read all the stuff on my iPad.

I figured that I couldn’t be the only person with this problem and that I might be able to increase conversions by emphasizing the fact that my ebook only takes 25 minutes to read.

While I agree with Michael,  I think it’s also worth pointing out that the second bullet changes the proposition.

Not just changing the words, changing the proposition

The original proposition is: you’ll get these ideas if you’re willing to read 26 pages.

The new proposition is: you’ll get these ideas if you’re willing to give up 25 minutes.

And, to many people, the latter proposition is far more attractive.

As a rule, when you find big changes in conversion from what appear to be not-very-significant changes to your text, it’s because you’ve done one of the following things:

  1. Improved the proposition
  2. Increased the prospect’s belief that he’ll get what he wants
  3. Reduced the prospect’s fear of failure
  4. Made yourself seem more credible
  5. Addressed a key objection or answered an important question
  6. Added a believable time limit to the offer

All of which fall under the umbrella of “salesmanship”.

Steve Gibson

Categories: Split Testing

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