Adding one word to banner CTA resulted in a 766.67% YoY increase in conversions

Organic Search | B2C
home exterior

A family-owned exterior home remodeling company was hoping to increase the amount of inbound consultation requests for their services. This company utilized a site-wide banner CTA which prompted users to request a consultation, however didn’t highlight that the consultation would be free. Recognizing the opportunity to affect user behavior by reducing friction and elevating this cost-free opportunity, we ran an A/B test where we added “free” to the CTA.

  • 766.67% YoY increase in conversions
  • 264 additional annual conversions valued at $1,500 each
  • $396,000 additional annual conversion value driven by the increase in form fills

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Manager, Organic Search at Augurian
Monica Synstelien
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