'Inquire Now' vs 'Contact Us' in mobile nav: +15.43% inquiries
Commentary byLiftArchiveOur analysis, not theirsChanging the mobile navigation button from 'Contact Us' to 'Inquire Now' lifted CTA clicks by 44.11% and inquiry form submissions by 15.43%.
Morningstar Properties ran this A/B test for its Morningstar Marinas sites, and it was published as a VWO case study.
A second variant, 'Store Your Boat', did not beat 'Inquire Now'.
- CTA clicks: +44.11% for 'Inquire Now' over 'Contact Us' (the primary goal).
- Inquiry form submissions: +15.43% for 'Inquire Now', the best of the three versions.
- 'Store Your Boat' was also tested but did not win. Its numbers were not shared.
The change
Variant swaps 'Contact Us' for 'Inquire Now' on the mobile nav button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile navigation showed a 'Contact Us' button that led to the inquiry form.
Variant
Variant 1 changed the label to 'Inquire Now' and won. Variant 2 tried 'Store Your Boat'.
Why it likely won
Our reading of the result, not the practitioner's claim.
- 'Inquire Now' sounds like a quick, low-commitment step, while 'Contact Us' is generic.
- The action word tells visitors what happens next, which can make the click feel safer.
- 'Store Your Boat' may have felt like a bigger commitment than just asking a question.
Caveats: Mobile only. Ran for nearly three months; sample size and confidence level were not shared.
Who ran it
Morningstar Properties 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 Morningstar Properties →
How to run this test on your site
- Hypothesis
- If we change a generic 'Contact Us' nav button to a specific action like 'Inquire Now', then more visitors will click and submit inquiries because the step feels clear and low-commitment.
- Primary metric
- Inquiry form submissions
- Guardrails
- Nav CTA click-through rate
- Lead quality (share of inquiries that become customers)
- Phone call volume
- Who should test it
- Lead-gen businesses that take inquiries, like rentals, storage or services, with a contact button in the nav. Less useful if most leads come by phone or the nav button gets little use.
Questions
Is 'Contact Us' a weak call to action?
It is generic. In this test, 'Inquire Now' got 44.11% more clicks and 15.43% more inquiries than 'Contact Us'.
Should button copy name the service, like 'Store Your Boat'?
Not always. Here the service-specific label lost to 'Inquire Now', which may have felt like a smaller step.
Why measure form submissions as well as clicks?
More clicks only matter if they turn into leads.
Morningstar tracked both, and the winner improved each one.