'Instant Online Quote' button in product copy: +62% conversions
Commentary byLiftArchiveOur analysis, not theirsAdding an 'Instant Online Quote' button in the middle of a product description lifted conversions by 62%.
Consolidated Label, a B2B custom label manufacturer, ran this test on its food labels page, and it was published as a VWO case study.
The page had no call to action in that section before.
- Conversions: +62% with the quote button in the description.
- Sample size, test length and confidence were not shared.
- The source does not say whether the 62% counts quote clicks or completed quote requests.
The change
An 'Instant Online Quote' button added mid-description
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The food labels section of a product page showed descriptive copy with no button to request a quote.
Variant
An 'Instant Online Quote' button was placed in the middle of the description, so readers could ask for a price without scrolling back up.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Before, readers who decided they wanted a price had no obvious next step in that section.
- Different buyers are ready at different points. The company said quick buyers use a button near the top, while others want more detail first and then a button further down.
- The word 'Instant' signals that getting a price is quick and doesn't need a sales call.
Caveats: Visitor numbers, duration and significance were not published, and the exact conversion counted is unclear. This was a vendor case study from a B2B custom label maker.
Who ran it
Consolidated Label 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 Consolidated Label →
How to run this test on your site
- Hypothesis
- If we add a quote button inside long product descriptions, then quote requests will rise because readers can act at the moment they decide, without scrolling back.
- Primary metric
- Completed quote requests per visitor
- Guardrails
- Quote-to-order rate
- Quote form completion rate
- Who should test it
- B2B and custom-product businesses that sell through quotes and have long product pages. On short pages where the main button is always in view, an extra button adds little.
Questions
Where should a quote button go on a B2B product page?
Near the top for buyers who already know what they want, and again lower down for people who read the detail first.
Consolidated Label gained 62% by adding one inside the description.
Is it OK to have more than one call to action on a page?
Yes, if they all lead to the same action.
Repeating one goal at different points is different from offering competing choices.