HONDA / CONVERSION OPTIMIZATION
A clearer call to action. More qualified leads.
An A/B testing program that increased leads by 114% and reduced lead-form bounce rate by 7%.
The challenge
Honda’s Offers page was one of the most visited pages on the site, yet lead forms had a 95% bounce rate on entry. Among visitors who started the form, 80% were likely to submit. The gap pointed to a mismatch between what the call to action promised and what visitors expected.
The change
The test replaced “Get This Offer” with “Request a Quote.” The new wording made it clearer that the next step was a lead form.
The result
The published case study reports a 114% increase in leads and a 7% reduction in bounce rate. Clearer expectations improved the path from interest to submission.