A/B tested two landing pages, the boring one won by 38%

Three weeks ago I ran a split test on our real estate lead capture page. Option A had flashy photos and a big headline, option B was just a plain form with one line of text and a green button. The plain one pulled 214 signups versus 155 on the fancy version. I think people got distracted by the images and never scrolled down to the form. Has anyone else seen simpler pages outperform the polished ones in their niche?

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harper_foster29d ago

Whoa, that's wild but honestly not that shocking. Did you track any heatmaps or scroll depth on the fancy version? I'm curious if people were even getting past the first screen or if they just bounced right back. The big headline might have been doing all the work of making them think they already got the answer, so why bother scrolling. Also, how much time did you let that test run? Three weeks feels solid, but if you had a ton of traffic spikes on certain days that could skew things. Super curious if the plain page also converted better on mobile, since that's where I'd expect the biggest difference.