Cleaner masthead on freight quote page: lead rate 3.95% to 13.11%
Commentary byLiftArchiveOur analysis, not theirsA cleaner, image-free masthead with a clearer headline and fewer distractions lifted the freight quote page's lead rate from 3.95% to 13.11%, a 232% increase.
Open Mile, a freight brokerage startup, ran this A/B test, and it was published as a VWO case study.
Many changes shipped together, so the result belongs to the whole redesign.
- Lead rate (quote requests): 3.95% to 13.11%, a 232% increase.
- Confidence: 99.99%.
- Sample size and test duration were not shared.
The change
Image, clutter and social buttons go; a clear headline and one CTA stand out.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The quote page had a cluttered masthead with a red truck on an orange background and a weak headline. Social media buttons and a 'Talk to Us' button sat near the main CTA.
Variant
A large masthead with no image and a headline stressing that rates were free and fast. A red CTA stood out on a blue background, social buttons were removed and 'Talk to Us' was moved away from the CTA.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The old headline did not make the offer clear, so even interested visitors passed.
- Social buttons and a second contact option pulled attention away from the main CTA.
- The truck image either drew focus from the CTA or blended into the orange background. Removing it let the red button stand out.
- The variant also used a button color and copy ('Get a Quote') that had won earlier tests.
Caveats: This was a bundled redesign, so the lift can't be credited to any one element. Sample size and duration were not shared, and the data is old: Open Mile has since been acquired by Echo Global Logistics.
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 simplify our quote page masthead, state the free and fast offer in the headline, and remove links near the CTA, then more visitors will request a quote because the next step is clear.
- Primary metric
- Quote requests per visitor
- Guardrails
- Quote-to-customer rate
- Phone and chat contacts
- Bounce rate
- Who should test it
- Lead-gen businesses with one main action, such as quotes, bookings or demos, on a busy page. If your page already has a single clear CTA and offer, expect a smaller lift.
Questions
Do hero images help lead-gen pages convert?
Not always. Open Mile's winning page dropped its truck image, which may have hidden the CTA or blended into the background.
Should I remove social media buttons from a landing page?
On a page with one goal, they can distract.
Removing them was part of Open Mile's redesign, though it was bundled with other changes.
Should I offer a second contact option next to the main CTA?
Open Mile moved its 'Talk to Us' button away from the quote CTA as part of the winning redesign.
Keep alternatives on the page but away from the main button.