Test Your Gut Feeling – Which Landing Page Generated Most Downloads?

Test Your Gut FeelingHi Marketer – Let’s find out how good your marketing intuition is!

I’m going to show you two different variations of a landing page that I recently tested. One variation outperformed the other significantly in an A/B test. Can you guess which variant did best in the test?

Post a comment with your best guesstimate. I’ll post the test results next week, so you can find out how accurate your gut feeling was.

Background info

I recently published a free ebook on conversion optimization called 7 Universal Conversion Optimization Principles. I decided to create a whole landing page for the book rather than just using a pop-up or banner to pitch the download.

Being the test junkie that I am, I started testing and optimizing the landing right away.

The first thing I decided to experiment with was the placement of the reader testimonials. The test results were quite interesting, and the winner generated a significant lift in downloads.

The two landing page variants

Variant A

As you can see, on Variant A I placed all four reader testimonials at the bottom of the page directly under the sign-up form.

Landing Page Variant A

Variant B

For Variant B, I decided to experiment with placing two of the four testimonials higher on the page, so you can spot them in the first screenful.

While this placement made it possible to spot the testimonials as soon as you land on the page, it also meant that the call-to-action got pushed down below the fold.

Landing Page Variant B

Your turn – Which variant won?

Post a comment on this page with your best guesstimate. You need to write:

1. Which variant you think did best in the test – A or B

2. How much better the winning variant performed (e.g. 30%, 25%, 99%)

I’ll reveal the test results in a case study next week on Friday (6 September, 2013). Check back in and find out how accurate your gut feeling is.

Now it’s time to guesstimate – Go Go Go for it!   

Get the results and full case study here >>


  1. I think the second variant by about 25%.

  2. Variant 2, by 15%

  3. I guess you gave to some extent yourself away, by naming files as control and treatment.

    Taking this into account, I’d suggest that treatment increased by around 20% based on fact that the opt-in form moved higher and possibly closer of being above the fold.

    Also potentially (visually) there is less distraction from the testimonial pictures.

    • Michael Aagaard says:

      Hi Sandy – Thanks for the comment!

      Speaking from experience, treatments don’t always win split tests ;-)

      – Michael

  4. B I feel capturing attention with testimonials kept readers interested and were more committed to scroll below the fold and signup for the download 30%

  5. I’m going with B by 30% as people are more likely to read those great testimonials.
    Great post Michael!

  6. No 2. But just by 8 percent.


  7. I am going with Variant B. 20% sounds good. I think variant A, testimonials are an after thought. I think maybe the testimonials split give a personal relationship to the user and helps reinforce a conversion. So, cross my fingers.

  8. Variant A by 75%. Placing the testimonials above the CTA might suggest lack of confidence of the product, hence the need to bolster. Also it appears gimmicky. Plus, users need to scroll down to find the CTA.

    Placing the CTA above the fold allows for the eye to catch it quickly. Also, it “gifts” the user without asking the user to believe in the product yet. The user came in to get something he was looking for, and we should give it to him as soon as he is half convinced. The testimonials below would tell him, “oh btw, your decision is correct, we have all used it”, adding a feel good factor to the decision.

  9. Variant B by 40%

  10. I’m actually going for variant A by 15-10%. I think having 2 before and after the sign up looks unusual, variant A looks cleaner in design.

  11. Variant B, vith 18%

  12. Stefan Johannesberg says:

    B by 25% – but it would be nice to know which is the most Used Browser and monitor-seizes at your side. Für den “sichtbaren Bereich” :-)

  13. Same as Robert, I’m going with B by 30%. The reason – the targeted audience know how to scroll (no need for a CTA over the fold) but the authority testimonials communicate so much value that they will increase conversions.

    Just my take :)

  14. Social proof is a powerful persuader. I’d say testimonials before opt in (B) by 17%

  15. I think that for audience that are already familiar with you, it doesn’t matter. Since it’s free, both will convert the same.

    But if you are showing this to a new audience, then it’s important for them to see the “Get the book for Free” headline as near to the top of the page as possible.

    Overall, I think that version A wins by maybe 10%.

  16. NEIL STIRLING says:

    I think A is better by about 40%. If you land on a page which gives reasons to proceed with giving email and in orange it says free and you agree with finding out the facts within the ebook then you go ahead regardless.
    You don’t need the testimonials necessarily and sandwiching the CTA between 2 sets of testimonials almost made me think they are trying too hard to reinforce social proof here, maybe I need to read the small print before I sign up incase it is something untrustworthy.

  17. I think B by 50%

  18. Stefan Lindor says:

    I will go with Jake on this one. A bit more friction to CTA adds pure Ethos.
    Half convinced on the first page that holds no agressive CTA, combined with a scroll down to the CTA with pitch perfect testimonials to that wins my trust. With your audience it can be the same or my questimate 99% increase for A.
    Great post btw

  19. Variant A with a +25%. The testimonials are great, but the CTA will force the scroll more than the testimonials will.

  20. Variant B wins by 31,4%.

    Reason: reading testimonials make people more interested. Ironically, not seeing the call to action makes it less pushy, and once visitor interacts with the page by scrolling down, they are more likely to sign up than if they had to make a decision at the beginning.

  21. Version A, with about 10%.

    Although it might be good with testimonals, from experience they Can also give the impression that the author (or shop) isn’t quite confidentiel with their stuff.

    In version B they take away some focus and without knowing the actual persons you are referring to, a potential custom might question their real identity and validity?


  22. I would say that A performed better by 30 %

  23. B, 20% better conversion

  24. My gut says Variant A performed better by 30% – 40%.

    The testimonials before the sign-up form break the flow. After all that information about the ebook, I want to know where I can sign up. The nice layout, the professional ebook cover and the book details already tell me what I want to know – that this is a reputable site that has good content.

    Besides, this is a free ebook. I don’t care about the testimonials as much. Sure, they’re nice to have but not instrumental to my decision to sign up and get the free ebook. So having them below the signup form makes the prospective subscriber in me happy.

    Looking forward to finding out the response!

  25. I’m going with “B” by about 45%. Marcus’ testimonial seems to sell the book well so it should give a decent boost.

  26. My money is on variant B by 17%. The photos of the guys who gave the testimonials probably helped pull visitors eyes down the page, and after reading the testimonials I’d bet people were more motivated to opt-in to get the ebook.

  27. Variant B by 60%

  28. I think variant A wins with about 45%.
    People is coming to the site with ONE purpose, to download the e-book for free as promised. In variant A you get the CTA above the fold, and you know immediately WHAT you have to give in order to receive that free e-book (your e-mail). In the variant B, you are not immediately told WHAT you have to give, in order to receive the book, and when you start throwing testimonials in “above the fold” my brain starts to think, WHY you need me further convinced when I am allready in there to download the e-book. That’s why I think, that variant A wins significant over variant B.

  29. B, by 33%

  30. B by 14%

  31. Variant A won by 63% ;-)

  32. Jacob Pedersen says:

    Variant A by 40%. What Jake said :-)

  33. Kate thomas says:

    Variant B.

    Because the reviews are compelling content. And it doesn’t matter that the CTA is ‘below the fold’. The fold is a red herring for many devices so holds less importance than it used to.

  34. I would suggest Variant A and around 30%.

  35. I’d go with A. It’s cleaner and easy on the eye and you treat the testimonials as supporting evidence once you have made the decision to sign up.

    I’d guess at 10% better response.

  36. I’ll go with B for 30%. Testimonial being blockquotes and mentioned with human photos stand distinctly on the page. So, they will not be missed in the userflow. And reading must have influenced people’s decision.

  37. Colin Macgregor says:

    Going for A by 15-20%. My reasoning is that the benefits section does a good job of persuading you download, but as you scroll down to the grouped testimonials further reinforce your decision to download and increasing your motivation. Grouping the testimonials also encourages you read them all, further adding to the credibility of the download, something B fails to do.

  38. I go for the version A, because the call to action is higher and as many studies show a lot of people never scroll a page.

  39. I’m gonna guess B by 50%… The CTA IS below the fold, but there’s a pseudo-CTA on the image, so… It should work out.

  40. Version A, by approx. 40%.

  41. A – by 40%

  42. James Cosgrove says:

    Test “B” because it presents the testimonial twice supporting the article and the form. I am also choosing this because it is the option you are currently using when you select the link from this page. So my gut tells me that you have chosen to use the most effective option. I will have to guess 60% for the gain as I suspect it would take something like 60% or greater for this to be significant enough to share.

  43. 1. Variant B

    2. With 20%

  44. 1. Variant B
    2. 40%.
    I belive this can be judged as well from the way you currently placed it. ;)

  45. B by 20%

  46. I would say B by 20%.

  47. I will say Article A is 50% better than B
    You are only interested in the reviews if you are in doubt, when there are reviews before you can even form your impression, you lose confidence quickly.

  48. Var A by 28%

  49. I would say B and by 60%

  50. I vote for B, by 25 to 30%. That’s the page I saw when I signed up.

    This was my first exposure to this site. I was surprised to not find the sign-up form readily available. I was interested in the free offer, but after I saw the testimonials I made a solid decision.

    I think it is important to address the reader’s needs first. Where you put the sign-up button is more of a gimmick used by weak copywriters. If the reader is interested in what you have to offer, they will go out of their way to find the sign-up button.

    Grab the reader’s attention, get them panting, then at the right moment show them how they can get what they want. Variant B does this better than A.

  51. Michael Aagaard says:

    Hi everybody – I’d like to thank you for all the comments!

    You can see the test results and get the full case study here:

    – Michael

  52. Good idea.
    I am going to guess experiment B won with 100% more downloads.

  53. Option A by about 20% because it’s higher on the page.

    Scrolling through all the testimonials is unnecessary and will lower conversion. Users don’t read testimonials fully.

  54. I would go with variant C if there was one – a version where the book was smaller and had the sign-up below it with no need to scroll.
    Instead – variant A would be my guess. You had me already at 350 tests and before and afters :)
    As soon as you start scrolling and see more content, no action i worry about a long sales page of hype and get the heck out of there.

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