# 'Get a Quote' beat 'Get Rates' on a freight lead-gen page

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Cta copy
- Test run by: [Open Mile](https://liftarchive.com/practitioners/open-mile/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/open-mile/
- Page: https://liftarchive.com/test/open-mile-cta-text-get-a-quote/

Open 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.

## Result

**Winner**

- 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.

## 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)

- '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.

## How to run this test

- 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
- Guardrail: Lead quality (share of leads that become qualified opportunities)
- Guardrail: 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.

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Credit: Open Mile ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/open-mile-cta-text-get-a-quote/).
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.