Increase Lead Generation on Quote Forms
Challenge
Fidelity Life was experiencing a measurable drop off in consumers advancing to request a life insurance quote after viewing their preliminary policy recommendations. Our challenge was to find an engaging CTA that resonated with users making it clearer and more intuitive for them to reach the “Hello There” and “Let’s Talk” lead generation forms.
Solution
Based on the success on a similar test, the Trinity team decided to test changing the page’s CTA verbiage to less committal language. The hypothesis was that by updating both the “Buy Now” and “Apply Now” button verbiage to “Continue” we would see an improvement in click rates across all devices.
Results
The variation won this one by a landslide. Not only was there a 53.8% progression rate improvement, but the variation also saw a 31.17% lift in subsequent “Hello There” form submissions and a 200% lift in “Let’s Talk” form submissions. The design team concluded that by changing the “Buy Now/Apply Now” CTA verbiage to “Continue,” users were more inclined to click into the plan they liked and from there fill out the form. Fidelity Life is now moving more leads through their funnel at a higher rate than before and seeing a lower abandonment rate.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.