# Extra CTAs, big car photo, new text: +62% test-drive requests

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Cta, Hero image, Copy
- Test run by: [Traffic4U](https://liftarchive.com/practitioners/traffic4u/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/hyundai/
- Page: https://liftarchive.com/test/hyundai-nl-model-page-mvt-cta-photo-text/

The best combination in a multivariate test on Hyundai Netherlands car model pages, with SEO-focused text, extra call-to-action buttons and a large car photo, raised test-drive and brochure requests by 62%. Traffic4U, an online marketing agency, ran this test for Hyundai, and it was published as a VWO case study. Click-through to the next funnel step rose 208%.

## Result

**+62% test-drive requests**

- Test-drive and brochure requests: +62% for the winning combination.
- Click-through from the model page to funnel step 2: +208%.
- This was a multivariate test of 8 combinations (3 sections, 2 versions each). The case study reports the best combination against the original.
- Sample size and duration were not shared.

## Control

Each car model landing page had the original text, no extra call-to-action buttons, and thumbnail photos of the car.

## Variant

The winning combination of eight tested versions used new SEO-friendly text, extra call-to-action buttons and one large photo of the car.

## Why it likely won (our reading)

- Extra buttons put the next step in view more often, so visitors ready to book didn't have to look for it.
- A large car photo grabs attention and confirms the visitor is on the right model page.
- The SEO text was mainly meant not to hurt. The case study suggests any small loss from it was outweighed by the other two changes.

## Caveats

Multivariate test: the figures compare the best of 8 combinations with the original, and sample size, duration and confidence level were not shared. The test date is also unknown.

## How to run this test

- Hypothesis: If we add extra call-to-action buttons and a large product photo to our model landing pages, then more visitors will request a test drive or brochure because the action is easier to find and the product is easier to see.
- Primary metric: Test-drive and brochure requests
- Guardrail: Click-through to funnel step 2
- Guardrail: Bounce rate
- Guardrail: Organic search traffic to the pages
- Who should test it: Lead-gen businesses with product or model pages that feed a request form, such as cars, property or equipment. Multivariate tests need a lot of traffic, so lower-traffic sites should test one change at a time.

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Credit: Traffic4U ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/hyundai-nl-model-page-mvt-cta-photo-text/).
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.