Lead Lab Update – 11/07/2025
What We’ve Learned
- Motion attracts attention: On Facebook, even unrelated images with blurred motion get more attention and clicks.
- Adviser availability increases calls: Clearly stating that advisers are available to speak the same day leads to more calls.
- Animated elements boost engagement: Motion, such as animated underlines on page headlines, not only increases leads but also improves lead-to-application conversion rates.
- Client review quotes can backfire: Adding positive client review quotes to Google Ads actually reduced click-through rates in one experiment.
What’s Running, How’s It Going
- Adviser availability tests: 12 experiments are underway to test if highlighting adviser availability increases calls. One is complete with enough data, and the rest show promising early results.
- Animated underline experiment: One experiment is running, showing that animated underlines on headlines increase both leads and conversion rates.
- Facebook blurred images: One completed experiment confirmed that motion in images increases attention, but Facebook ads still generate fewer leads than Google Ads.
- Client review quotes in ads: One completed experiment showed no positive impact; further tests may be considered but aren’t a priority.
Why Are We Testing It?
- Adviser availability: Most businesses simply list a phone number or say “call now.” We’re testing if making it clear you can speak to someone immediately increases action.
- Motion for attention: Inspired by marketing research and podcasts, we’re validating that motion (not just in images or video, but in elements like animated underlines) draws attention and boosts conversions. Read more
- Facebook Unrelated Image: It was meant to be the worst performing ad, but the results came as a surprise. Which is why we test as much as possible. It doesn’t always go the way you expect.
- Client review quotes: We tested if adding review quotes improves ad performance. We know they have a massive impact on the web page but can they get more clicks to the web page.
What’s On Our List To Test Next
- More motion experiments: Further tests with animated underlines to confirm their impact.
- The power of three: Testing if three unique selling points (USPs) outperform one or four, does less or more work best?
- Landing page pitch order: Should you mention the product/service first, or build credibility before pitching?
- Reassurance on data use: Will making it clear that submitting details won’t trigger an immediate credit search increase willingness to leave contact info?
- Local vs. national advertising: Testing whether local or national targeting delivers better results.
