108 Proven Split Test Winners: Free A/B Testing Guide From Russell Brunson

Most marketers guess which headlines, button colours, and page layouts will convert best. 108 Proven Split Test Winners removes the guesswork by compiling 108 real A/B test results - each backed by data from thousands of visitors - into a single free book.

Written by Russell Brunson, co-founder of ClickFunnels and author of DotCom Secrets and Expert Secrets, this book distils years of conversion rate optimisation (CRO) data into actionable insights you can apply to your landing pages, sales funnels, and e-commerce stores immediately.

What Is 108 Proven Split Test Winners?

108 Proven Split Test Winners is a free book that contains 108 documented A/B split test results. Each entry shows two variations of a page element - a headline, a button, a layout, a colour - and reveals which one won, along with the percentage improvement in conversions.

The tests come from real sales funnels built on ClickFunnels and other platforms, tested across industries including e-commerce, coaching, SaaS, digital products, and lead generation. Rather than theoretical advice, every insight is backed by measurable data.

You get both a physical copy (free, just pay shipping) and an instant digital PDF download so you can start applying the insights right away.

What Is A/B Split Testing?

A/B split testing (also called split testing or bucket testing) is a conversion rate optimisation technique where you create two versions of a web page or element and show each version to a random portion of your traffic. After enough visitors have seen both versions, you compare the results - clicks, sign-ups, purchases - and keep the winner.

Split testing is used by companies like Google, Amazon, Netflix, and Booking.com to optimise every element of their user experience. The same methodology works for sales funnels, landing pages, and email campaigns - and it is exactly what this book teaches you to do.

The key principle: small changes can produce large results. Changing a single word on a button, moving an order form above the fold, or testing a different headline can increase conversions by 30%, 50%, or even 150%.

What You Will Learn

Here are some of the 108 split test results covered in the book:

Button copy and CTAs:

• "Buy Now" vs "Free Trial" - one produces a 158.6% increase in conversions
• The exact placement of the "Add to Cart" button that increased sales by 38%

Page structure:

• When to show your order form - getting this wrong can cost you up to 44% of sales
• Long-form sales copy vs video sales letters - the definitive winner increased sales by 33%

Headlines:

• Animated headlines vs static headlines - one drops conversions by 29%
• Specific headline formulas that consistently outperform generic alternatives

Pricing and trials:

• 7-day trials vs 30-day trials - one delivers a 110% increase in conversions
• Whether to require a credit card on free trials - one approach yields 50% more paid customers

Design elements:

• Background colours that improve readability and trust
• Image placement and sizing that affect time on page
• Form field count and its impact on completion rates

These are just a sample. The book contains 108 individual tests, each with a clear winner, the percentage improvement, and context on why it works.

Who Is This Book For?

108 Proven Split Test Winners is useful for anyone building pages that need to convert visitors into leads or customers:

• Funnel builders using ClickFunnels, Kartra, or similar platforms
• E-commerce store owners on Shopify, WooCommerce, or BigCommerce who want to optimise product pages and checkout flows
• Digital marketers running Facebook Ads, Google Ads, or YouTube Ads who need higher-converting landing pages
• Coaches and course creators selling through webinar funnels or membership sites
• Affiliate marketers who want to improve the performance of their bridge pages and review funnels

Whether you are a beginner building your first landing page or an experienced marketer running six-figure campaigns, having 108 proven data points eliminates guesswork and shortens the path to better results.

How To Apply These Split Test Results

The book is most effective when you use it alongside a funnel builder or landing page tool that supports A/B testing. Here is a simple process:

1. Identify your lowest-converting page - check your analytics for the page with the highest traffic but lowest conversion rate
2. Find a relevant test in the book - look for a split test that applies to the element you want to improve (headline, CTA, layout, pricing)
3. Implement the winning variation - make the change on your page
4. Run your own split test - confirm the result holds for your specific audience by testing the original against the new version
5. Move to the next page - repeat the process across your funnel

Pair these insights with ClickFunnels, which has built-in A/B split testing on every page, and you can implement and validate changes without needing any additional tools.

How To Get 108 Proven Split Test Winners Free

The book is available as a free physical copy - you only cover the cost of shipping. When you order, you also get instant access to the digital PDF version, so you can start reading immediately while the physical book ships.

There is no catch, no hidden subscription, and no obligation. Russell Brunson uses the free book model (also known as a "free plus shipping" funnel) as a way to introduce entrepreneurs to the ClickFunnels ecosystem. You get a genuinely valuable resource, and if you decide to try ClickFunnels, you can sign up for a free trial separately.