# 'Request pricing' instead of 'Request a quote': +161.66% CTR

- Outcome: Won
- Page type: Other (SaaS)
- Elements: Cta copy, Link text
- Date shared: 2011
- Test run by: [Veeam Software](https://liftarchive.com/practitioners/veeam-software/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/veeam-software/
- Page: https://liftarchive.com/test/veeam-request-pricing-link-text/

Changing 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.

## Result

**+161.66% CTR**

- 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.

## 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)

- 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.

## How to run this test

- 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)
- Guardrail: Click-through to the inquiry page
- Guardrail: Lead qualification rate
- Guardrail: 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.

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Credit: Veeam Software ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/veeam-request-pricing-link-text/).
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.