# Objection-first solar landing page: 8.36% estimate request rate

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Messaging, Objection handling, Testimonials
- Date shared: 2024-11
- Test run by: [Apexure](https://liftarchive.com/practitioners/apexure/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.apexure.com/blog/a-b-testing-case-studies-with-actual-lift-percentages
- Page: https://liftarchive.com/test/ecogen-america-solar-objection-first-page/

EcoGen America swapped a spec-led solar page for one built around homeowner objections, and the new page converted 8.36% of visitors into free estimate requests. Apexure ran the project and published it on the Apexure blog. Many things changed at once and no rate was shared for the old page, so this shows a strong page, not a measured lift.

## Result

**8.36% estimate request rate**

- Free estimate request rate on the new page: 8.36%, about 46 requests from 550 visitors according to a screenshot in the case study.
- No conversion rate was given for the old spec-led page, so the size of the improvement is unknown.
- The source says the new version converted better than the old one, but it shares no numbers for that comparison.

## Control

The earlier page opened with solar panel specifications and wattage figures. It talked about the product rather than the buyer's concerns.

## Variant

The new page was built mobile-first and organised around common worries: a no-commitment free estimate offer for cost, local testimonials, install photos and certifications for trust, and a 3-step process visual for complexity.

## Why it likely won (our reading)

- Solar is a big, slow decision. Homeowners worry about cost, roof damage and long contracts, and the new page answered those worries before asking for anything.
- Calling it a free estimate makes the form feel like a low-risk first step rather than a commitment.
- Local testimonials and certifications help a regional installer look trustworthy to people who have never heard of it.
- Apexure says over 60% of solar page traffic is mobile, so building for small screens first probably removed friction for most visitors.

## Caveats

This was a bundled redesign: messaging, proof, process visual and mobile layout all changed together. Only the new page's rate was published, with no baseline, sample details or test length.

## How to run this test

- Hypothesis: If we lead our landing page with answers to the buyer's main objections (cost, trust, effort) instead of product specs, then more visitors will request an estimate because the reasons to delay are dealt with first.
- Primary metric: Estimate or quote request rate
- Guardrail: Lead-to-appointment rate
- Guardrail: Cost per qualified lead
- Guardrail: Mobile bounce rate
- Who should test it: Home services and other high-consideration lead-gen businesses whose pages lead with features or specs. It matters less if buyers already know what they want and only compare on price.

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Credit: Apexure ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/ecogen-america-solar-objection-first-page/).
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.