# Rewritten inventory intro with popular-category links: +150% leads

- Outcome: Won
- Page type: Other (Lead-gen)
- Elements: Copy, Internal links, Cta copy
- Test run by: [Arlington Plastics Machinery](https://liftarchive.com/practitioners/arlington-plastics-machinery/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/arlington/
- Page: https://liftarchive.com/test/arlington-inventory-intro-paragraph/

Rewriting the intro paragraph on Arlington Plastics Machinery's inventory page raised quote and information requests by 150%, at 99.9% confidence. The company, a used plastics machinery dealer, ran this test itself, and it was published as a VWO case study. Three changes shipped together in the new paragraph, so the lift can't be credited to any one of them.

## Result

**+150% leads**

- Quote and information requests: +150%, at 99.9% statistical confidence.
- About $15,000 in extra sales inquiries came in during the test.
- The company projected $500,000 in added yearly sales, but that is a model based on assuming the rate held for 12 months, not a measured result.
- Sample size and test duration were not shared.

## Control

The intro listed equipment by purpose, such as Extrusion and Size reduction, and asked visitors to call if they couldn't find the machine they needed.

## Variant

The intro named machine types customers search for, such as single-screw extruders and granulators, with links to the five most popular subcategories. It ended with an open prompt: 'Have any questions? Please call us'.

## Why it likely won (our reading)

- Site search showed people look for machine types, not purposes. Using their words made the page feel relevant.
- The page listed about 120 subcategories. Links to the five most popular gave visitors a shortcut.
- Many callers asked about price or fit, not just finding a machine. An open 'any questions' prompt invited those calls too.
- all three changes point at the same goal, helping buyers find what they need fast, so they likely reinforced each other.

## Caveats

Three changes to the intro were tested together, so the result can't be pinned to one. The $500K yearly figure is a projection, not a measured result.

## How to run this test

- Hypothesis: If we rewrite our category page intro using the terms customers search for, link to the most popular subcategories and invite any question by phone, then more visitors will request a quote because they find relevant products faster.
- Primary metric: Quote and information requests (forms and calls)
- Guardrail: Lead quality or quote-to-sale rate
- Guardrail: Clicks into subcategory pages
- Guardrail: Phone call volume handled by sales
- Who should test it: Lead-gen businesses with large catalogues or inventories, such as industrial equipment, parts and B2B suppliers, where visitors struggle to navigate. Check your own site-search data first; if your labels already match how buyers search, expect less.

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Credit: Arlington Plastics Machinery ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/arlington-inventory-intro-paragraph/).
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.