'Get a Quote' beat 'Get Rates' on a freight lead-gen page
Commentary byLiftArchiveOur analysis, not theirsOpen Mile, a truck freight broker, tested its main lead button copy and found that 'Get a Quote' beat both 'Get Rates' and 'Get a Truckload Quote'.
The size of the win was not shared.
Open Mile ran the test itself, and it was published as a VWO case study.
- Leads: 'Get a Quote' won against both alternatives. No lift, conversion rate or confidence level was shared for this test.
- The winning copy was carried into a later page redesign. That redesign lifted leads from 3.95% to 13.11%, but it bundled many changes, so it does not measure this button test.
The change
Only the main button copy changes: 'Get Rates' becomes 'Get a Quote'.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The main lead-generation button on the freight rates page read 'Get Rates' in one version and 'Get a Truckload Quote' in another.
Variant
The button read 'Get a Quote', a shorter and more general request.
Why it likely won
Our reading of the result, not the practitioner's claim.
- 'Get a Quote' is the phrase buyers of freight services already use when they shop around, so it matches what they came to do.
- 'Get Rates' may sound like a price list to browse rather than a personal offer, which gives less reason to hand over contact details.
- 'Get a Truckload Quote' adds a qualifier that may make visitors with smaller or mixed loads unsure the offer fits them.
Caveats: The case study mentions this test only briefly as earlier work, with no numbers, sample size or duration. Treat it as a direction, not a measured effect.
Who ran it
Open Mile 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 Open Mile →
How to run this test on your site
- Hypothesis
- If we change the main lead button from 'Get Rates' to 'Get a Quote', then more visitors will submit a request because the wording matches how buyers describe what they want.
- Primary metric
- Lead form submissions per visitor
- Guardrails
- Lead quality (share of leads that become qualified opportunities)
- Form abandonment after the button click
- Who should test it
- Lead-gen businesses that price each job, such as freight, insurance, moving or contracting. It matters less if your prices are fixed and public, where 'See prices' may be the clearer promise.
Questions
Is 'Get a Quote' better than 'Get Rates' on a lead form?
In Open Mile's test it was, for freight buyers.
The size of the win wasn't shared, so test it on your own traffic before relying on it.
Should button copy be short or specific?
Both can work. Here the shorter, familiar phrase beat a more specific one, likely because it matched how buyers talk about the request.