# 'Speak to an Expert' plus a demo CTA vs 'Contact Sales': +291% clicks

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Cta copy, Secondary cta
- Date shared: 2015-02
- Test run by: [MECLABS Institute](https://liftarchive.com/practitioners/meclabs-institute/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/saas-nonprofit-increased-clickthrough-on-landing-page
- Page: https://liftarchive.com/test/volunteermatch-cta-speak-to-expert/

Changing 'Contact Sales' to 'Speak to an Expert', offering custom pricing instead of a quote, and adding a second demo button lifted clickthrough 291% on VolunteerMatch's solutions landing page. MECLABS Institute ran the test with VolunteerMatch, and it was published as a MarketingSherpa case study. Three changes went live together, so the lift can't be credited to the new button text alone.

## Result

**+291% clicks**

- +291% overall clickthrough on the calls to action.
- 30% of visitors who clicked 'Speak to an Expert' went on to fill in the form.
- No visitor who clicked 'Contact Sales' in the control filled in the form.
- Sample sizes and confidence levels were not shared.

## Control

The VolunteerMatch Solutions landing page had one call to action: a 'Contact Sales' button to get a quote.

## Variant

The button read 'Speak to an Expert' and promised custom pricing. A second, lower-commitment button offered a demo for visitors not ready to talk.

## Why it likely won (our reading)

- 'Contact Sales' can signal a hard sell, while 'Speak to an Expert' suggests help.
- 'Custom pricing' tells visitors they will need to share some details, so the form on the next page is less of a surprise.
- A demo option gives early-stage buyers a way to act without committing to a call, and still captures their contact details.

## Caveats

Bundled: new button text, the custom pricing wording and a second CTA changed at once. Visitor counts were not shared, and the data is from early 2015.

## How to run this test

- Hypothesis: If we reword our sales button to offer expert help and custom pricing, and add a lower-commitment demo option, then more visitors will click and complete the form because the next step feels less like a sales pitch.
- Primary metric: Form completions from the CTA (not just clicks)
- Guardrail: Sales-qualified lead rate
- Guardrail: Demo-to-call conversion
- Guardrail: Split of clicks between the two CTAs
- Who should test it: B2B SaaS companies with sales-led pricing and a 'Contact Sales' button. Self-serve products with public pricing will learn less from this.

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Credit: MECLABS Institute ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/volunteermatch-cta-speak-to-expert/).
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.