Changing the Page's Layout




Case Studies #1

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.


Original Page

case study results-Trinity original landing page
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