It provides marketing strategy, ad management, and website services, working with companies in industries like roofing, HVAC, and plumbing to generate leads and improve online presence.
The Hutch team approached us with a specific request: to run an A/B test for their high-performing roofing landing page. Their goal was to determine the most effective placement for the lead capture form—above the fold vs below the fold—and use that insight to boost overall conversion rates.
This was followed by adding some other elements that would enhance the overall landing page user experience.
- Tested Multiple Variants
We began by designing two clear variations of the landing page:
Variant A: Form placed above the fold—immediately visible to visitors.
Variant B: Form placed below the fold—after key messaging and trust-building elements.
Both versions maintained the brand’s visual language and messaging hierarchy while subtly adjusting the layout and flow to support the test hypothesis.
- Added Click-to-Call Button
We embedded customer testimonials, star ratings, and recognizable trust signals throughout the landing page. These elements were placed strategically to build credibility and reassure visitors of the roofing company’s reliability and quality of service.
- Spread Social Proof
We embedded customer testimonials, star ratings, and recognizable trust signals throughout the landing page. These elements were placed strategically to build credibility and reassure visitors of the roofing company’s reliability and quality of service.
- Included Other Crucial Elements
To address common questions and guide visitors through what to expect, we added an FAQ section and a clear breakdown of how the roofing service works.
This improved transparency and helped potential customers feel more confident in moving forward.
This project showed that A/B testing doesn’t need to be complicated to be effective. By testing straightforward hypotheses—like layout variations or the placement of a click-to-call button—we were able to make informed decisions that improved user experience and lead quality.
Adding essential elements like social proof, FAQs, and a clear process overview also proved highly valuable. These small but thoughtful updates helped build trust, reduce friction, and ultimately create a landing page that better supports the customer journey.
"The team at Apexure did an awesome job on this project. I'm really happy with the page they designed and will definitely work with them again in the future!”
