Background
A prominent law firm partners with PMP for various services. To enhance its online lead generation, the firm sought to optimize the contact form on its website, specifically focusing on the text used for the submission button.
Objective
The primary goal was to determine which button text —“Get Help Now” or “Free Case Review”—would yield a higher conversion rate for contact form submissions.
Experiment Overview
- Duration: 90 days
- Total Sessions: 38,835 sessions
- Participants: Website visitors of the law firm
- Conditions:
- Original Button Text: “Get Help Now”
- Challenger Button Text: “Free Case Review”
Data Analysis
Results
Key Findings
Conversion Rates:
- The button labeled “Get Help Now” achieved 34 conversions from 19,517 sessions, resulting in a conversion rate of approximately 0.17%.
- The button labeled “Free Case Review” achieved 41 conversions from 19,318 sessions, leading to a conversion rate of about 0.21%.
Conclusion
The “Free Case Review” button text outperformed the original text, yielding a 20.6% increase in conversions. This change not only enhanced user engagement but also demonstrated the importance of wording in driving user actions.
Takeaway
Switching to the “Free Case Review” button text significantly increased contact form submissions, illustrating how small adjustments can lead to impactful results. This experiment highlights the value of user testing in optimizing website elements to drive conversions and enhance lead generation efforts for the law firm.
By investing in data-driven changes, the firm is better positioned to attract and engage potential clients, ultimately supporting its growth and success in the competitive legal market.