Proposals waiting for a decision, tests in flight, and everything concluded for this client.
Nothing running.
What each test set out to prove, what happened, and what it led to. The agent reads this before it proposes again.
Cut the lead form to what is needed to call back: name, phone, service and postal code. Everything else moves to the call. On Ridgeline Heating & Cooling, this should lift quote submitted.
Cut the quote form from 9 fields to 4 · proposed
State the guarantee or trial in 1 line directly under the main button. On Ridgeline Heating & Cooling, this should lift quote submitted.
Guarantee beside the main CTA on the homepage · ended · +4%
Show a monthly payment option next to the price or quote button. On Ridgeline Heating & Cooling, this should lift quote submitted.
Financing callout near the price on /furnaces · shipped · +27%