Exp #2: Pick Your Bin Section in Commercial Page
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Problem
Users want to understand which container options are available before requesting a quote, but the current page doesn’t help them. Our analysis shows that dumpster size is the most frequently asked question by commercial prospects, yet the bottom-of-page content block repeats the value proposition rather than answering it.
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Hypothesis
Replacing the generic content block with a visual dumpster size guide will increase form submissions, because users who can answer “What size do I need?” on-page feel more confident taking the next step, instead of leaving to research elsewhere.
🏆WINNER
Before
After
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1
New visual “Our Commercial Dumpsters” size guide added above the lead form
2
Six dumpster sizes shown (1, 2, 3, 4, 6, 8 yd) with capacity, dimensions, and best-fit use case
3
Per-size “Request [N] Dumpster” deeplink + a primary “Get Your Quote Now” CTA below the grid
Projected Impact Analysis
| Metric | Before | After | Change |
|---|---|---|---|
| Conversion Rate | 5.85% | 10.28% | ↑+76% |
| Monthly Leads * | 61 | 108 | ↑+47(+76%) |
| Annual Leads * | 732 | 1,296 | ↑+564(+76%) |
* Projected on 1,051 average monthly sessions to the tested page
Monthly Uplift
+47
+76%
additional commercial leads per month · 61 → 108
Annual Uplift
+564
+76%
additional commercial leads per year · 732 → 1,296
What we learned
Answer the buyer’s top pre-purchase question on-page. When dumpster size is the #1 thing commercial prospects need to know, putting a visual size guide on the page beats sending them to research elsewhere.
Decision aids belong directly above the form. Moving from “what do I need?” to “request it” in a single scroll converts substantially better than reaching the form with the question still open.
Functional content earns the bottom of the page. Generic value-prop repeaters dilute conversion intent; replacing them with content that resolves a specific objection is high-leverage.