This Test Starts Back In Yellow Pages’ Heyday…
At the time, Marketing Results was still doing print and direct mail, so we were more than happy to help.
One of the key changes made at the time was to incorporate Mal’s photo in the ad.
This simple change not only boosted enquiries, it also had customers remarking about how refreshing it was to have someone put their face to their business.
Mal and Pink Pest Services still work closely with us – except nowadays we spend our time optimising Pink’s online presence.
So when we were looking to launch a new split-test, we thought it would be interesting to see if the principles of that original conversion tweak still held up all these years on.
The Cornerstone Of Their Online Lead Generation…
Pink’s dedicated Termite landing page is the heart of their PPC and Conversion strategy.
It is the cornerstone of their online lead generation and has seen numerous split-tests in its time. From complete overhaul to smaller tactical tweaks, we’d already lifted their conversion-rate by 312.45%.
But mature pages present their own challenges; often split-tests become more incremental and the improvements get more modest.
So you could say that we were ambitious to expect a 20% conversion-rate improvement on an already heavily optimised page. Nonetheless, that was our goal.
Optimising Contact Forms For Conversion…
The purpose of the termites landing page is simple: get the prospect to submit the ‘Termite Treatment Quote’ webform.
The variable we’d be testing was the header area of the form.
In the control version we were using a “Free Bonus Report” offer to increase the perceived value for prospects that requested a quote.
Historically, the “Free Bonus Report” had served us well. When we previously tested removing it, conversion-rate plumeted.
The new test was simple – replace the “Free Bonus Report” offer with a photo of Mal and add a snippet of copy to reassure the prospect that they’d be responded to quickly.
LEFT: The test control promoting the “Free Report” as an added bonus
RIGHT: The test version incorporating Mal’s photo into the form
The Rationale Behind The Variation…
Prospects want to know that their call will be answered by someone who knows how to help their problem – not an overseas call centre and not an automated answering service.
The principle at play here hasn’t changed since we originally worked on the Pink Pest Services Yellow Pages advertisement .
…A personal touch is paramount.
You could argue that this is even more important today with the Internet breaking down barriers to entry for most service industries. And for customers shopping online, it can be a confronting and frustrating experience finding service providers, not knowing if a business is even going to return your call.
Did It Win Or Did It Flop?
This one seemingly small change produced an outstanding result.
The new variation (with Mal’s photo) created a 95.76% increase in visitor conversion (at a 99% significance level) on a page that had already been heavily tested and optimised.
Click the image for the full sized version.
What does it mean for Pink’s bottom line?
As a result of our conversion improvement, Pink Pest now get two termite leads for every one that they were previously generating.
What does that mean in a broader business context? Well, they could:
- Halve their advertising spend and still maintain their previous lead volume…
- Keep their existing budget and almost double their lead volume…
- Better utilise their sales, administration and pest removal team…
- Choose the jobs they want to do and say no to the ones they don’t…
What’s The Key Takeaway Here?
Even after many rounds of historical conversion-rate optisations, simply adding Mal’s photo to the ‘Request A Quote’ form lifted lead volume by 95.76%.
Like many service industries, the pest control industry is dominated by generic stock photos and impersonal website. This photo provides a point of differentiation and builds trust, reassurance and reduces perceived risk for prospects.
Moreover, this test highlights the importance of on-going split-testing. You never know – you could double your lead volume overnight!
In light of this finding, I’ve also put together a FREE Web Form Optimisation Cheat Sheet. Get it here:
If you have any questions about this test, or you want to find out what you should be testing on your site, please let me know in the comments below. I’d be glad to offer my 2 cents – Kieron