Exp #1: Changing Homepage Hero CTAs
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Problem · Opportunity
The homepage is groot.com's most-visited page, and the hero CTAs are the most-clicked elements on it. A wording change here can move the primary KPI further than any other single edit, but the copy had never been tested.
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Hypothesis
If we change 'Request Quote' to 'Get Prices', conversions will increase, because 'Get Prices' signals an immediate value to the visitor while 'Request Quote' signals a commitment from them, and price-sensitive shoppers respond to value before commitment.
🏆WINNER
Before
Variant: Showing Get Prices instead of Request Quote
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1
Secondary CTA wording changed from "Request Quote" to "Get Prices"
Projected Impact Analysis
| Metric | Before | After | Change |
|---|---|---|---|
| Conversion Rate | 2.34% | 2.78% | ↑+19% |
| Monthly Leads * | 407 | 483 | ↑+76(+19%) |
| Annual Leads * | 4,884 | 5,796 | ↑+912(+19%) |
* Projected on 17,381 average monthly sessions to the tested page
Monthly Uplift
+76
+19%
additional leads per month · 407 → 483
Annual Uplift
+912
+19%
additional leads per year · 4,884 → 5,796
What we learned
Specific, value-led CTA copy ("Get Prices") outperforms task-led copy ("Request Quote") on a price-sensitive audience comparing waste haulers.
When two hero CTAs route to the same form, differentiating the secondary CTA by what the user gets, not what they do, reduces decision friction.
Hero-zone microcopy can move a primary KPI without any structural redesign, making it the highest-leverage place to test next.