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Metal Promo

A quote form that shows what you're ordering, and what it costs

Business goal

Turn more of the traffic Metal Promo's brands already had into quote requests, and more of those quotes into orders.

  • Leads
  • Site-to-lead rate
  • Average order value

Design goal

The brief was “make the lead form more visual”. I widened it: take the friction out of the whole funnel, from the first dropdown to the price nobody could see.

Results

  • +55% Leads at rollout
  • +46% Site-to-lead, 2nd site
  • +4% Average order value

Measured across 3 A/B tests on 2 sites, and 3 rounds on the live form

Client
Metal Promo
Role
Lead (and only) Designer
With
  • Founder
  • Head of CX & Sales
  • Product manager
View prototype

Where it started

The brief said “make the lead form more visual”. The form said why: ten dropdowns, every option a line of text, and no price anywhere.

I sorted what stood in the way into five barriers, each a question the form left unanswered. The number on each is the spread that answers it.

The form before
The old Price Quote page: one column of dropdowns — quantity, size, shape, front and back style, plating, edge, packaging — each reading Not Sure, Help Me Choose, with a Submit button at the end

  1. Which of these do I even pick?

    Eleven edges, eleven metals, each a line in a list. Nothing said what most people choose.

    Choice overload. Answered in spread 01

  2. What will it actually look like?

    A finish chosen by its name, for something you buy with your eyes.

    Can't picture it. Answered in spread 02

  3. How much is this going to cost?

    Pricing lived on another page. People submitted without knowing what their coin would cost.

    No price. Answered in spread 0304

  4. Why here, and what happens after Submit?

    Nothing said what was free, or what a submitted form set in motion.

    Trust. Answered in spread 04

  5. Who is actually reading this?

    Every choice read as final, and Submit went somewhere. To a bot, for all you could tell.

    A queue. Answered in spread 05

The form, explained

Image tiles where there were dropdowns, the popular choices up front, and a quote that prices every choice as it's made.

Each number is the spread that explains it. The picture stays while you read them.

The quote form on a desktop: edge tiles with Show 7 more edges, plating tiles priced per coin, and the quote summary at $4.64 per coin
The form on a phone: plating tiles priced per coin and a bar at the foot reading $4.64 per coin

  1. 01Popular choices first

    • 91%of orders pick one of these 4 edges, so they lead, the favourite tagged
    • 9%pick the other 7, folded behind Show more

  2. 02Show it, don't list it

    • Every dropdown became photo tiles, with a zoom on the detail

  3. 03Price every choice

    • Each tile says what switching costs: +$0.60/coin, Included, Free

  4. 04The quote talks back

    • A live quote: $4.64 per coin, the total, and what's free
    • It asks for a quantity before it prices anything
    • On a phone, the whole quote folds into one bar at the foot

  5. 05Nothing locked in

    • Add-ons became enhancements to explore, for the designer to consider

Lead with what people orderWhich of these do I even pick?

Before designing anything I read every historical order, field by field, and sat with sales. On coins, four edges carry 91% of orders, and the 2″ default had already lifted order value.

So the form shows those four, tags the most popular, folds the other seven behind Show more, and starts at 2″. Sales knew what the data didn't.

Coin edge3,320 coin leads

91%up front

91% of coin orders chose one of the four edges the form shows up front.

Shown up front

Behind “Show more”

View as table
Coin edgeShare of 3,320 coin leadsIn the form
Flat46.4%Up front
Rope27.2%Up front
Chain10.1%Up front
Spur7.0%Up front
7 premium edges9.3%Behind Show more

Show it, don't list itWhat will it actually look like?

You buy a coin with your eyes. The old form asked you to pick a finish by its name.

Every option became a tile: a photo, a zoom on the detail, a line on what it's for. “Help me choose” is a tile like any other, not the default.

Old
New
Two coin style tiles on the new form, photographed: Soft Enamel, an elevated textured finish, tagged Most Popular and Included; Hard Enamel, a premium smooth finish, Free

Price every choiceHow much is this going to cost?

Pricing was on the site, just not on the form. People submitted without knowing what their coin would cost, and sales found out for them.

Every tile shows what switching costs from where you are: +$0.60/coin, Included, Free. A shorter form lost its test. This won by 28%.

Old
New
Two plating tiles on the new form, coins photographed: Polished Gold, Included; Antique Gold, +$0.60 per coin, +$120 total

The quote talks backWhy here, and what happens after Submit?

The old form had no price on it at all: you attached a file, hit Submit, and waited for one. Now a quote builds itself beside you as you choose, and leads with the per-coin price, the number people compare.

Every line under the total says what's free. Give it a budget and it suggests ways to fit: a smaller size, fewer coins. On a phone, where the lift was biggest (+21% to +46% across the two tests), it all folds into one bar.

Old
New

Nothing locked inWho is actually reading this?

Only 7% of quotes asked for an upgrade, yet far more finished orders had one. Every choice on the form read as final, so people picked nothing.

Add-ons became enhancements to explore, “for your designer to consider”. The details box became “Describe your idea”, and a line says a real human reads it. Submit became “Get my free quote & proof”. Sales changed how they talk about upgrades too.

Old
New
The new Enhancements to Explore section: pick any that interest you, tell our designer which special effects you're curious about; a grid of tiles for 3D, bottle opener, glow in the dark, epoxy dome and more

Test it, ship it, keep going

A condensed form lost first. Showing the price won +28% site-to-lead, then +46% on a second brand's site. Then it shipped, and three more rounds on the live form added another +8% to +19%.

I built the prototype in code, with Claude Code, so the handoff was the front end itself. The rounds after launch only showed up once real traffic moved through it; they are drawn below as schematics, since the live forms were never captured.

  1. Condensed lead form Feb–Mar 2025 · CRO-2021
  2. Visual lead form Sep 2025 · MP-003
  3. Visual lead form Feb–Mar 2026 · MP-008
  4. After rollout 3 rounds on the live form Field order · Placement · Upload
View as table
TestSiteRanControlVariationLiftBy device
CRO-2021 · Condensed lead form metalpromo.com Feb–Mar 2025 12.8% (77/600) 11.8% (69/586) −8% —
MP-003 · Visual lead form customchallengecoins.net Sep 2025 14.9% (102/686) 19.1% (136/712) +28% Desktop +33%, Mobile +21%
MP-008 · Visual lead form metalpromo.com Feb–Mar 2026 23.4% (63/269) 34.2% (103/301) +46% Desktop +52%, Mobile +46%
After rollout · 3 rounds on the live form Field order, Placement, Upload +8–19% —
  1. 01Field order

    Which question the form asks first.

  2. 02Placement

    Where the form sits on the page.

  3. 03Upload

    How clearly it asks for an upload.

Results

  • +55% Leads at rollout After rollout on Custom Challenge Coins, where the A/B test had read +28% site-to-lead (MP-003). Not a test lift: the count, live.
  • +46% Site-to-lead, 2nd site The second A/B test, MP-008 on Metal Promo, Feb–Mar 2026. Three rounds on the live form then added +8% to +19%.
  • +4% Average order value The 2″ default size, sales' call before the form: the form starts there, so every quote does.

Measured across 3 A/B tests on 2 sites, and 3 rounds on the live form