# Crew photo instead of stock image: +45.45% quote requests

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Hero image
- Test run by: [Spectrum Inc](https://liftarchive.com/practitioners/spectrum-inc/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/spectrum/
- Page: https://liftarchive.com/test/harrington-movers-relevant-hero-image/

Replacing a generic stock photo with a branded photo of the moving crew lifted conversions by 45.45% on Harrington Movers' interstate moving pages. Spectrum Inc ran the A/B test for the New Jersey moving company, published as a VWO case study. A second variant with the company truck did almost as well, at +45.05%.

## Result

**+45.45% quote requests**

- Crew image: +45.45% conversions on 'Request a Quote' versus the stock photo.
- Truck image: +45.05%, nearly the same lift.
- Both variants beat control at 98% statistical confidence.
- The client estimated about $10,000 a month in added interstate moves, assuming a constant value per lead.

## Control

The interstate moving service page used a generic stock photo of a smiling couple. The main call to action was 'Request a Quote'.

## Variant

Two variants replaced the stock photo. One showed Harrington Movers' own crew, the other showed the company's moving truck, and both included the company logo.

## Why it likely won (our reading)

- A real crew or truck shows the actual service, while a happy couple says little about moving.
- Branded photos with a logo look like a real local company, which can build trust before someone hands over contact details.
- Both variants won by the same amount, which suggests dropping the generic stock image mattered more than which branded photo replaced it.

## Caveats

Visitor and conversion counts were not shared. The test had been running about three months when the case study was written, and the revenue figure is the client's own estimate.

## How to run this test

- Hypothesis: If we replace a generic stock photo with a photo of our own team or equipment, then more visitors will request a quote because the image shows the real service and looks more trustworthy.
- Primary metric: Quote request submissions per visitor
- Guardrail: Quote-to-booking rate
- Guardrail: Page load time
- Guardrail: Bounce rate
- Who should test it: Local service businesses (movers, trades, cleaners) that still use stock photos in the hero. It matters less if your hero already shows your own people or work.

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Credit: Spectrum Inc ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/harrington-movers-relevant-hero-image/).
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.