# 'Sold' sign photo instead of staff photo on lead page: +89% sign-ups

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Image
- Test run by: [Traffic Builders](https://liftarchive.com/practitioners/traffic-builders/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/makelaarsland/
- Page: https://liftarchive.com/test/makelaarsland-lead-page-sold-sticker-image/

Swapping a staff photo for an image of a 'For Sale' sign being marked 'Sold' lifted listing sign-ups by 89% on Makelaarsland's lead page. Traffic Builders ran the A/B test for the Dutch online estate agency, and it was published as a VWO case study. Only the image changed.

## Result

**+89% sign-ups**

- Listing sign-ups: +89% against the original page.
- The test ran for 20 days and was reported at 95% confidence.
- Sample size was not shared, so the size of the lift is less certain than the headline suggests.

## Control

The listing sign-up page had a form for personal details and the property address. A 'Need Help?' box with phone and email sat on the right, with a photo of a staff member below it.

## Variant

The staff photo was replaced with an image of a 'Sold' sticker being put on a 'For Sale' sign. The form and help box stayed the same.

## Why it likely won (our reading)

- Home sellers want one outcome: a sold house. The new image showed that outcome right beside the form.
- Traffic Builders framed it as response efficacy, the idea that people act when they believe the action will work.
- Makelaarsland had a trust problem, and a picture of success may have reassured people more than a friendly face.

## Caveats

The test ran for 20 days at 95% confidence, but sample size was not shared. A lift this large from one image is worth confirming with your own retest.

## How to run this test

- Hypothesis: If we replace a generic staff photo with an image of the outcome customers want, then more visitors will sign up because they can picture the result of taking action.
- Primary metric: Completed lead form sign-ups per page visitor
- Guardrail: Lead quality or listing-to-sale rate
- Guardrail: Calls and emails to the help line
- Guardrail: Form abandonment rate
- Who should test it: Lead-gen businesses that sell a clear result, such as property sales, legal wins or approvals, and use stock or staff photos near the form. It may matter less where trust in a person is the main factor, such as advisers or clinics.

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Credit: Traffic Builders ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/makelaarsland-lead-page-sold-sticker-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.