Changing the Page's Layout
Background: A reverse mortgage brokerage wanted people to call their offices and talk to salespeople. A secondary conversion goal was a form fill, but a phone call was more valuable to them because their salespeople could talk to the prospect immediately. With a form fill, on the other hand, the lead often went cold.
Conversion Goal: Phone call
Element Tested: Changing the layout of the page
Hypothesis: By moving the form below the fold and emphasizing the phone number, this page would result in more valuable leads from more phone calls.
Result: Our new landing page showed a 25% improvement over the original (95% confidence). The test took 3.5 weeks to complete.
New, Winning Landing Page