Stronger hero and 'Free' quote CTA on car insurance page: +38% leads
Commentary byLiftArchiveOur analysis, not theirsA stronger hero headline, a more visible registration number box, trust signals and the word "Free" in the quote button lifted lead conversion rate by 38% on an organic car insurance page.
Performics India ran this A/B test for HDFC ERGO General Insurance, and it was published as a VWO case study.
Several changes shipped together, so the lift belongs to the whole first-fold redesign.
- Lead conversion rate: +38% versus the original page.
- The test ran for nine days on mobile with a 50/50 split. Sample size and confidence were not shared.
The change
First fold gains a value headline, hero image, trust signals and a 'Free' CTA.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile car insurance page for organic search visitors showed a single input field and a "Get a Quote" button.
Variant
The page added a stronger headline stating the main value proposition, made the registration number box more visible, added trust signals and a hero image in the first fold, and changed the CTA to include the word "Free".
Why it likely won
Our reading of the result, not the practitioner's claim.
- Organic visitors are often still comparing insurers, so a clear headline and trust signals help them decide to start a quote.
- A more visible input box makes the first action obvious.
- Saying the quote is free removes doubt about cost or commitment.
- a bare single field can look unfinished, while a fuller first fold looks more credible.
Caveats: Bundled test: headline, input box, CTA, trust signals and image all changed at once, so no single element can take the credit. It ran for only nine days and sample size was not shared.
Who ran it
Performics India 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 Performics India →
How to run this test on your site
- Hypothesis
- If we add a clear value headline, trust signals and a 'free' quote CTA to the first fold of our organic landing page, then more visitors will start a quote because they see why to choose us and that the first step costs nothing.
- Primary metric
- Lead conversion rate
- Guardrails
- Quote completion rate after the first field
- Lead-to-policy rate
- Bounce rate from organic search
- Who should test it
- Insurers and other quote-led businesses getting comparison-minded organic traffic. It may help less if your first fold already has a clear headline and trust signals, or if your quotes are not actually free.
Questions
Does adding 'free' to a CTA increase conversions?
It can, by removing doubt about cost. In this test it shipped with other changes, so its own share of the 38% lift is unknown.
What should go in the first fold of an insurance landing page?
A clear value headline, the first form field, a CTA and a reason to trust you.
HDFC ERGO's winning page added all of these above the fold.
Is nine days long enough for an A/B test?
It can be if traffic is high and the test covers full weekly cycles.
Shorter tests risk catching a lucky run, so treat the result as a strong lead, not proof.