'Get a Free Quote' instead of 'Book a Free Survey': +60% leads
Commentary byLiftArchiveOur analysis, not theirsChanging ADT UK's site-wide call to action from 'Book a Free Survey' to 'Get a Free Quote' raised the residential lead conversion rate by 60%.
The agency Bloom ran this test with ADT, and it was published as a VWO case study.
A third version, 'Book an ADT Survey', lost and was switched off during the test.
- 'Get a Free Quote': +60% conversion rate on residential lead form submissions.
- 'Book an ADT Survey': lost, and was automatically disabled by the testing tool to protect lead volume.
- The test ran for 14 days on 50% of new visitors. Confidence levels and sample size were not shared.
- Commercial leads were tracked as a secondary goal, but those results were not shared.
The change
Only the call-to-action wording changes, from survey to quote.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The call to action across the site read 'Book a Free Survey'.
Variant
Two new versions were tested: 'Book an ADT Survey' and 'Get a Free Quote'. Only the button wording changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A quote is what people shopping for a security system want: a price. A survey sounds like an appointment and extra effort.
- The word 'survey' may suggest a visit to the home before any price is given, which feels like a bigger commitment.
- copy that names the outcome the visitor wants tends to beat copy that names the process they must go through.
Caveats: The test ran for 14 days on new visitors only, shortly after a site relaunch in December 2013, so the data is old. Sample size and confidence were not shared.
Who ran it
Bloom ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Bloom →
How to run this test on your site
- Hypothesis
- If we change our main button from describing our process (a survey or consultation) to describing what the visitor gets (a free quote), then more visitors will submit the lead form because the next step feels smaller and more useful.
- Primary metric
- Lead form submissions
- Guardrails
- Lead-to-sale rate
- Share of leads that book the follow-up visit
- Commercial lead volume
- Who should test it
- Lead-gen businesses that sell installed or custom-priced services, such as security, solar, home improvement and insurance. It is less useful if you already publish prices or if your sales process truly needs an on-site visit before any number.
Questions
Does 'Get a Free Quote' convert better than other button text?
It did for ADT UK, beating 'Book a Free Survey' by 60%.
Results vary by audience, so test it against your current wording.
Why can small copy changes on a button make a big difference?
The button tells visitors what happens next. If it sounds like effort or commitment, some will hold back; if it promises something they want, more will click.
Should I include my brand name in the button text?
ADT tested 'Book an ADT Survey' and it lost.
Clear benefit wording mattered more here than branding.