Open Mile, the truckload freight broker bridges the gap between people with shipping and carrier needs and the companies who are looking to offer suitable quotes to these customers.
Exploiting the best that technology has to offer, Open Mile aims to achieve this by combining their efforts with their web platform, OpenMile.com and the mobile technology.
By automating their traditional process through their online platform, Open Mile accomplishes a two-way win. They make it easy for qualified carriers and shippers to acquire new customers and create better revenue opportunities for them.
This simultaneously also help customers find comparable shipping and carrier quotes, making it easy for them to get the lowest quotes and choose the most viable service provider for themselves.
The Business Need
Now considering the business model of the site, the value proposition of the company seems convincing. The landing page was receiving a good number of visitors as well. Still the 4% conversion rate (or, the lead generation rate, in this case) from one of the primary landing pages of the website (http://openmile.com/shippers/freight-rates/) seemed like a hidden potential treasure that the Open Mile team decided to explore to optimize the full potential of this page for higher revenue generation for the company and its stakeholders.
The testing goal of the company was thus to increase the lead generation rate from their landing page, http://openmile.com/shippers/freight-rates/.
Open Mile realized the need for a complete overhaul of the page masthead, along with a few minor changes on the page. The hypothesis was that by improving the legibility of the masthead copy and allowing the masthead to occupy a large part of the page, the lead conversion rate from the page would increase.
Changes Made by Open Mile
Value proposition was strengthened
Control Page: The weak headline in the control page was unclear. Even when people wanted what their page was offering, they were not able to figure out what exactly are they being offered. As a result, majority of the visitors would usually pass out on the “request a quote” option even when they had nothing to lose.
The earlier headline also underplayed the true “perceived” value of the proposition that the company was offering to its customers.
The overall value proposition thereby probably seemed confusing and non-appealing to the target audience.
Variation Page: The main heading and the subheading was changed to leverage the conversion elasticity of the landing page.
The clarity and hard-hitting impact of the new heading(s) contributed significantly to the decision-making process of the visitors, impelling them to request the free quote. After all, now the prospects clearly understood what is expected of them on the page.
Background was completely changed
Control Page: There are two schools of thought about the image that was a part of the masthead in the control page.
One might argue that the image seemed so relevant and influential for the business of the company, and should thereby help in improving the lead generation rate of the page.
The second school of thought (which was adopted by our customer, Open Mile) suggests that the hero shot of the image stole the entire thunder of the page, distracting people from the call to action. Another point of critique that can be mentioned to support this idea is the lack of contrast on the right-hand side of the image. The image of the red truck almost blends with the orange background behind it.
Variation Page: Going by the second school of thought, Open Mile people decided to do away with the image and have a plain blue background with no image. This allowed visitors to focus more on the call to action than the surrounding hero-shot image.
Distractions were Removed
Control Page: For anyone who understands the basics of A/B testing, this was no-brainer. There were so many distractions that surrounded the CTA on the control page that the conversion rate was disposed to an almost inevitable doom. From headlines that didn’t communicate the desired action to the social media buttons, the distractions around the call to action buttons were ruining the lead generation efforts of this page.
Variation Page: With more effective headlines on the page, these headings were not a distraction anymore. In fact, they sure helped in increasing the conversion rate by making it clear to the visitors what action is expected of them.
The social media buttons were removed. The “talk to us” button was no longer seen in the variation page near the main CTA button. This is also in-line with one of our earlier posts where we talked about how heatmaps help in reducing clutter and increasing conversion rates.
Other minor changes
Before the variation page was tested with Visual Website Optimizer, the decision-makers at Open Mile also tested some minor but important elements on the page to see which ones get more conversions from their visitors, like:
- Red button color emerged as a clear winner when tested with blue, grey, and green.
- The button text “Get a Quote” was tested with “Get Rates” and “Get a Truckload Quote.” And as the variation page shows, “Get a Quote” was declared the winner in the A/B test. It’s quite a known fact that changing even a single word can sometimes make a big difference in conversion rates.
All changes together finally gave Open Mile their winning variation page, which made them enjoy 232% increase in their lead generation rate with a statistical confidence of 99.99%. The marked improvement in the latency of the variation page provided Open Mile with a successful test yet again.
Comparison of the two pages
Here’s the entire case summarized in one easily share-able image. Please don’t hesitate to share it with all and sundry.
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