# 'Get a Free Quote' instead of 'Book a Free Survey': +60% leads

- Outcome: Won
- Page type: Site-wide (Lead-gen)
- Elements: Cta copy
- Test run by: [Bloom](https://liftarchive.com/practitioners/bloom/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/adt/
- Page: https://liftarchive.com/test/adt-cta-get-a-free-quote/

Changing 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.

## Result

**+60% leads**

- '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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Lead-to-sale rate
- Guardrail: Share of leads that book the follow-up visit
- Guardrail: 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.

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Credit: Bloom ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/adt-cta-get-a-free-quote/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.