How FurnacePrices Increased Lead Conversion Rates 322% After A Failed Experiment


This case study is about how the team at ConversionAdvocates managed to increase lead conversion rates of FurnacePrices by 322% by first DROPPING conversions by 50%.



Furnace Prices


Heating and air conditioning

Business Type:

Lead generation


Furnace Prices is one of the largest and most trusted sources of heating & air conditioning information for Canadians.

Experiment Summary

Learning Objectives:

How does optimizing the website navigation bar impact visitor engagement and lead conversion rates?

Increase in Lead Conversion Rates
Conversion Objectives:

Micro Conversion Increase engagement with the navigation bar and CTR from the different menu options to the information pages of the website.

Macro Conversion Increase Lead Conversion Rates of quote request forms on the website.

Primary Insight:

We noticed that people were spending a lot of time on the website (5+ minutes per session), visiting 4+ pages per session, and navigating through (what seemed to be) an illogical flow of pages on the website.

Primary Hypothesis:

If the navigation bar was better structured for the users then visitors will find the information they are looking for and move further with their buying journey.

Information Chanels:

Google Optimize, Google Analytics, Lucky Orange

Experiment Type:

A/B Test




Over 322% INCREASE in lead form conversion rates (322% to be exact) from 0.74% to a whopping 3.13%

Performed by:


The Challenge

Increase conversions of furnace quotes without compromising the quality of information provided to its visitors.

Using our proprietary IIEA framework we were able to uncover opportunities to increase lead conversion rates from 0.74% to 3.13%.

IIEA Step 1

| Gather Insights

From our analysis and previous experiments, we uncovered a number of important insights.

During our initial analysis, we noticed that people were spending a lot of time on the website (5+ minutes per session), visiting 4+ pages per session, and navigating through (what seemed to be) an illogical flow of pages on the website.

We used heat mapping and session recording software to understand how specific user segments were engaging with the website. 

Based on this analysis, we created a FIRST hypothesis that “these visitors were LOST” and that they had no clear direction. From our observations, it felt like they didn’t know what they were looking for, and didn’t know where to go.

So we decided to simplify their experience and guide them through, what we believed was, a “better flow” by creating a simplified navigation bar that directed them to the most popular articles, resources, and pages on the website.

Conversion dropped almost 50% from 0.65% to 0.32% on both of our variations.

A screenshot of analytics report showing that conversion rates dropped almost 50% from 0.65% to 0.32% on both experimental variations.

Because our analysis and test creation process is so tight, we use every failure as a LEVERAGE to our success. In this test, we were isolating for a very specific learning objective. 

Hypothesis: “If the navigation bar is simplified then it will guide people to key pages and improve lead conversions.”

Now we have learned “WE WERE WRONG”

So we went in the opposite direction.

IIEA Step 2

| Hypothesis Ideation

Based on the findings, we formulated our primary and secondary hypothesis for the experiment.

Primary Hypothesis:

If the navigation bar is following a more complex structure then visitors will be more likely to complete the quote form.

Secondary Hypothesis:

If the navigation bar is presenting a lot more information options then visitors will be more likely to find what they are looking for.

IIEA Step 3

| Experiment Creation

For this experiment, we created an optimized variant of the navigation bar in an attempt to increase lead conversion rates.

Some highlights of the experiment variation include:

  • Restructuring the navigation bar following a similar structure as
  • Adding a CTA to download a lead magnet directly in the navigation bar
  • Making sure most of the topics on the website were covered in different dropdown options

IIEA Step 4

| Analysis

After running the experiment for a few weeks, our hypothesis was proven TRUE with a 100% confidence level that experiment results will continue.

Highlight From the Experiment Analysis

An increase in lead conversion rate of 322%.


Want to hear what the owners of Furnace Prices had to say about working with ConversionAdvocates teams?

Check out their telephone VERIFIED Review on Clutch.

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