Background
A law firm specializing in personal injury cases partnered with PMP to enhance its digital presence. To increase phone call engagement through their mobile website, the firm initiated an experiment to identify the most effective call button text.
Objective
The primary aim was to determine which mobile button text—“Tap To Call,” “Call Us,” or “We’re Here 24/7”—would generate the highest number of phone calls from website visitors.
Experiment Overview
- Duration: 30 days
- Total Sessions: 3,307 sessions
- Participants: Mobile website visitors of the law firm
- Conditions:
- Original Button Text: “Tap To Call”
- Challenger #1 Button Text: “Call Us”
- Challenger #2 Button Text: “We’re Here 24/7”
Data Analysis
Results
Key Findings
Conversion Rates:
- The button labeled “Tap To Call” resulted in 43 conversions from 1,083 sessions, translating to a conversion rate of approximately 4.0%.
- The button labeled “Call Us” achieved 45 conversions from 1,119 sessions, resulting in a conversion rate of around 4.0%.
- The button labeled “We’re Here 24/7” yielded 57 conversions from 1,105 sessions, leading to a conversion rate of 5.2%.
Conclusion
The “We’re Here 24/7” button text significantly outperformed the other options, boasting a 76% probability of being the best option. This text resonated with users, providing reassurance and encouraging them to engage by calling.
Takeaway
This experiment highlights the power of simple yet effective changes in website design. By adopting a call-to-action that emphasizes availability and support, the firm achieved a noticeable increase in phone call conversions. This case study underscores the importance of user-focused testing in optimizing website elements to boost engagement and drive conversions.
