'Request pricing' instead of 'Request a quote': +161.66% CTR
Commentary byLiftArchiveOur analysis, not theirsChanging a product page link from 'Request a quote' to 'Request pricing' raised click-through to the sales inquiry page from 0.54% to 1.40%, a 161.66% lift.
Veeam Software, a data protection and virtualization software company, ran this test, and it was published as a VWO case study.
The test counted clicks to the inquiry form, not submitted leads.
- Click-through to the sales inquiry page: 0.54% to 1.40%, a 161.66% lift.
- Reported confidence was 99.9% or higher.
- Form submissions and leads were not measured, so the effect on the pipeline is unknown.
The change
Only the link text changes, from 'Request a quote' to 'Request pricing'.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Veeam's product pages did not show prices. A link reading 'Request a quote' led to a sales inquiry form.
Variant
The same link, in the same place, read 'Request pricing'. Nothing else changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A survey of product page visitors found many wanted to see pricing, so the new words named exactly what they were looking for.
- 'Quote' can sound like the start of a sales process. 'Pricing' sounds like a simple answer.
- matching link text to the question visitors already have tends to pull more clicks.
Caveats: The test measured clicks to the inquiry page, not completed inquiries. The survey behind it ran in December 2011, so the data is old.
Who ran it
Veeam Software 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 Veeam Software →
How to run this test on your site
- Hypothesis
- If we relabel our 'Request a quote' link as 'Request pricing', then more visitors will click through to the sales form because the label matches what they are looking for.
- Primary metric
- Sales inquiry form submissions (not just clicks)
- Guardrails
- Click-through to the inquiry page
- Lead qualification rate
- Sales cycle complaints about pricing expectations
- Who should test it
- B2B software and services companies that don't publish prices and route buyers to sales. If your prices are already public, this label could confuse people, and a direct pricing page is likely the better fix.
Questions
Is 'Request pricing' better than 'Request a quote'?
In Veeam's test it got far more clicks, 1.40% versus 0.54%.
The test didn't track completed leads, so check form submissions too if you try it.
Should B2B software companies show pricing?
Many buyers want it, as Veeam's survey found.
If you can't publish prices, wording that promises pricing can still pull more people into the sales form.
How do I choose words for a call to action?
Ask visitors what they're looking for, for example with an on-page survey, and use their words in the link or button.
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