'Contact Agent' CTA, bigger and higher: +22.97% property inquiries
Commentary byLiftArchiveOur analysis, not theirsRenaming the 'Inquire' button 'Contact Agent', making it larger and moving it higher on property detail pages lifted inquiry conversion by 22.97%.
Locations Hawaii, a Hawaii real estate brokerage, ran the three-arm test itself, and it was published as a VWO case study.
The test ran for 26 days with 37,000 visitors.
- Inquiry conversion rate: +22.97% for the winning variant (new text, bigger, moved higher) versus the control.
- The test had three arms and ran for 26 days with about 37,000 visitors, split evenly.
- Both variants lost heavily to the control in the first week and a half before overtaking it.
- The source does not give a separate final result for the text-and-size-only variant, or a confidence level.
The change
The inquiry button was renamed, enlarged and moved above the details.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Property detail pages with an 'Inquire' button lower down the page.
Variant
The button was renamed 'Contact Agent', set in a larger font and moved higher on the page. A second variant changed only the text and size.
Why it likely won
Our reading of the result, not the practitioner's claim.
- 'Contact Agent' tells visitors exactly who they will reach, while 'Inquire' is vague.
- Moving the button higher and making it bigger meant more visitors saw it without scrolling.
- The early dip may be regular visitors reacting to a changed button before getting used to it, which the marketing manager suggested.
Caveats: The variants lost badly for the first 10 days or so before winning, so an early stop would have given the opposite result. Text, size and position changed together in the winner, and the test dates back to around 2020.
Who ran it
Locations Hawaii ran this test for Hawaii real estate brokerage and property search site 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 Locations Hawaii →
How to run this test on your site
- Hypothesis
- If we rename our listing inquiry button to say who visitors will reach and move it higher on the page, then more visitors will send inquiries because the action is clearer and easier to find.
- Primary metric
- Inquiry form submissions per property page visitor
- Guardrails
- Lead quality or agent response rate
- Clicks on other actions such as tours
- Bounce rate on listing pages
- Who should test it
- Real estate, rental and other listing sites where leads come from a contact button on a detail page. It may matter less if your contact button is already prominent and named clearly.
Questions
Is 'Contact Agent' better than 'Inquire' on real estate listings?
In this test, 'Contact Agent' combined with a larger button placed higher won by 22.97%.
The clearer wording tells visitors who they will reach.
Should I stop a test when the variant is losing early?
Not too early. Here both variants lost heavily for about 10 days and then overtook the control, so run tests for full planned durations.
Does button position matter on listing pages?
Often it does. A contact button that is visible without scrolling gets seen by more visitors, which can lift inquiries.
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