# Stronger hero and 'Free' quote CTA on car insurance page: +38% leads

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Headline, Cta copy, Trust signals
- Test run by: [Performics India](https://liftarchive.com/practitioners/performics-india/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/performics-hdfc-ergo/
- Page: https://liftarchive.com/test/hdfc-ergo-car-insurance-seo-page-free-quote/

A 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.

## Result

**+38% leads**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Quote completion rate after the first field
- Guardrail: Lead-to-policy rate
- Guardrail: 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.

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Credit: Performics India ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/hdfc-ergo-car-insurance-seo-page-free-quote/).
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.