Based on qualitative feedback we received (via Qualaroo), we decided to run a test on our Unbounce landing page for the ebook.

Hypothesis: If visitors can download the guide by providing their email address we expect this to convert better than asking them for a tweet.

Control: The ‘pay with a tweet’ control converted at 13%

Variant: The ’email exchange’ variant converted at 22% (a nearly 70% increase – BOOM!)

After making variant B our new champion, we decided to further test our initial qualitative data.

Revised Hypothesis: If visitors can download the guide by providing their email address OR by paying by a tweet we expect this to convert better than asking either individually

Control: The ’email exchange’ variant from the first test becomes our new control, converting at 22%.

Variant: The ‘pay how you like’ variant converted at 28% (a 115% increase over our original control – BA-BOOM!)

Iteratively A/B testing this landing page increased conversions by a whopping 115%! There’s nobody’s boss or client that wouldn’t love to see those kind of campaign results.