The Lead Lab

See the results of our most popular lead gen experiments

24 experiments currently live

£1,770,350.92 Google Ads budget spent on experiments since 2017

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Google Ads Vs Facebook Ads - Which Gets More Mortgage Leads?

This video compares Facebook and Google Ads, diving into the world of digital marketing.

The results show Google Ads outperforming Facebook in lead generation, highlighting the importance of understanding your target audience. Check out the video to see how performance marketing can impact your ad spend!

I spent more on Facebook Lead Forms £3,304.66 and got only 59 leads. With Google Ads, I spent less £2,839.02 but got 251 leads. That’s a huge difference!

So, if you had to choose: Would you rather pay less per click to reach a passive audience, or pay more per click to reach people who are actively searching for what you offer?

Do People Actually Buy From People - Can Your Face Get More Mortgage Leads?

Real photos of advisers vs stock images

Do people actually buy from people? This test proves they do. We spent £640 on Google Ads over 10 days, two ads, two pages, but one small change. One page had a photo of a mortgage advisor and a podcast featuring them.

The second had the same text content, but with a stock photo. It was a landslide. Page one converted just over one and a half times as many visitors into leads. The page featuring a person was £17.88 per lead, but the other page was £45.95 per lead.

People buy from people. So, try featuring you and your team more often.

Google Reviews Vs Testimonials - Any Change In Mortgage Leads?

B2C Lead generation test of Google reviews vs text testimonials

It generated six times more leads overnight. This simple website edit proved it’s possible. We tested 500 visitors on two almost identical web pages, but with one difference.

Page A had five written testimonials. Page B had a Google reviews widget showing real-time ratings. Our results published on the Financial Reporter website show that Google reviews are worth their weight in gold.

The Google Reviews page generated 48 leads from 250 visitors. The text testimonials just eight from the same amount of traffic. That’s six times more leads with no extra cost. But why does this work? Third-party validation creates instant trust. People believe Google reviews more than the testimonials you control yourself.

Do you read reviews before you buy online?

Button Vs Form - What Gets More Mortgage Leads?

B2C Lead generation test form vs Button

Most people prefer a single ‘contact us’ button, but the results show otherwise.

We saw 42.44% more leads because it was easier to use the form.

We sent 1000 people to two identical web pages, but made one simple change on each. The first page had a contact us button. The second page had a basic web form asking for name, phone, email, and a message. Most people prefer the look of the first page, but we actually generated more leads on page two with the form.

The button got 15 leads. 41 people filled out the form on the page. Clicking a button doesn’t sound hard, but not knowing what is next creates a bit of a barrier or sludge.

The easier you make it, the more leads you’re gonna get.

Shorter pages win big!

Using active voice vs passive

This video examines a Google Ads experiment with interesting results. By focusing on direct wording on the landing page, the client saw a significant increase in lead generation and a drop in cost per lead. The client was able to generate more leads through PPC and Google search ads, by focusing on direct wording and calls to action.

Examples: