Blog’s Opt-In Rate Jumps By 400%

AWeber Communications, an email marketing firm, wanted to increase subscribers to their blog by optimizing their landing page through A/B Testing.  They focused on stronger headlines, social proof, and a more direct call to action.   As a result, opt-in rates quadrupled.

The Purpose

The goal of this campaign was to increase the amount of subscriptions to the blog, and make sure the current sign up process was the best it could be.  Anticipating significant results, AWeber also wanted to use it’s test as an example for why A/B testing is important.

Old Page

Prior to the test, AWeber had a functional landing page in place since  2008.

New Page

Recently they decided it was time for a change.  They found a number of successful blogs use the “X Reasons to Subscribe” format.  This format states compelling benefits to joining the mailing list.  Below is what they migrated to after a number of A/B tests and revisions.  The results were almost 4 times as successful as their prior landing page above.

Why New Page Outperformed Old

Justin Premick, Director of the Education Marketing Team at AWeber, says this: “Looking at the pages side by side, it seems obvious that the 2nd one would do better. The “X Reasons to Subscribe” format is powerful stuff. And if that’s all you need to take away from this to go test your own subscribe page, that’s fine by me.”

Data for this case study was graciously provided by one of our readers, Crystal Gouldey, of AWeber.