Product marketing messaging test for Request A Quote
Driving conversion means getting the words right
Just like business owners don’t wake up thinking, “I need to buy ads”, consumers don’t wake up thinking, “I want to hire someone!” What they really want is to get a job done—and that job has various mental models of urgency, need, cost, and more.
So, when you’re tasked to work on landing page headlines in order to increase entrance—and hopefully completion—of a product flow, you’ll need to look at how users actually feel. Everyone’s heard of “right message, right place, right time”. It’s basically that, but extra.
So what do people really want when they need a pro? They want to avoid pain. This pain is split into two categories—functional and emotional. There’s the immediate pain of research: it takes time to look up options, compare businesses, find reliable pricing info. There’s also the anxiety of making a poor choice: What if there are hidden costs? What if the pro isn’t reliable? What if they make the problem worse?
Hit the books
Looking through the UXR research it became clear that people felt overwhelmed—the cognitive load of this kind of UX journey is high. What folks wanted was a relief from that initial mental work and peace of mind in making a good choice. The more urgent the need as far as category, the more those messages needed to be clear.
So, the first benefit message test we ran on SEM & the landing page was confidence—”you will solve your problem here”. And huzzah—of the four headlines tested, the most certain message won out.
Your search ends here 👑
Get personalized quotes
Find the right pro
Find a reliable pro
We earned 52% CTR with this headline and 17% CVR. (Yes, that does mean investigate the flow too—but not part of this project.)
Don’t stop at a win
My product partner and I figured we could push this further. I went back into the research and on second dig, I found there were several benefit themes we could explore.
All benefits laddered up to the key message—find the right pro with ease and confidence. (Remember the pain points.) To bolster that message, there were several pillar benefits of the Yelp request a quote feature that we could highlight.
All in one place
Price gauge
Like a referral from someone / WOM
Save time
Personalized rec
Easier decision
Relief search is over
Fair price
Continue testing
For the next test we tried Yelp’s bread and butter—word of mouth online. Part of the research journey users go through was trying to make sure their first choice of pro wasn’t a big regret, so we wanted to underline that.
Get quotes from the pros your neighbors love
Guess what? We increased the CVR by 9.12% by laddering confidence back to Yelp’s reviews.
What else works?
So, from this we discovered that confidence in our product feature and confidence in making the right choice both worked. Great! But there was more investigation to be done—each category has a specific and unique pain point.
When hiring a mover, people worry about hidden fees. When hiring a contractor, people connect price more closely to quality. When looking for an auto shop, they worry about getting shafted.
So, we tested out a message around price that we hoped would cover the plethora of cost concerns:
No clue how much that costs? No problem.
We increased CVR a further 7.33%! So, it goes to show that testing—based on robust research—is crucial. And product marketing truly matters.