# Cleaner masthead on freight quote page: lead rate 3.95% to 13.11%

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Headline, Hero & above-the-fold section, Distractions
- 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-lead-page-masthead-redesign/

A 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.

## Result

**lead rate 3.95% to 13.11%**

- Lead rate (quote requests): 3.95% to 13.11%, a 232% increase.
- Confidence: 99.99%.
- Sample size and test duration were not shared.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Quote-to-customer rate
- Guardrail: Phone and chat contacts
- Guardrail: 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.

---

Credit: Open Mile ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/open-mile-lead-page-masthead-redesign/).
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.