Haller Enterprises Uses Wingify’s AI to Simplify Its Homepage and Improve Booking Value per Visitor

The homepage hero opened with a full lead form requiring visitors to enter their first name, last name, email, phone number, ZIP code, and a service preference before taking action. Tre Hawkins, Senior Marketing Strategist at Haller Enterprises, suspected the page was asking for too much, too early. 

The goal was to cut that upfront ask, generate more CTA clicks, and make booking feel faster and easier.

Tre used Wingz, the AI layer built into Wingify, to pinpoint what was causing friction on the homepage. In under a minute, Wingz flagged a page that felt busy and choice-heavy, with key messages like same-day service and 24/7 emergency help competing for attention. It ranked the hero form as the biggest source of friction.

Tre went with the Wingz recommendation: replace the embedded form with a simpler booking path. He then asked Wingz to build the variation for the test, and within four minutes, Wingz had created and applied it in the Wingify Visual Editor.

The control asked for five required fields plus a mandatory radio choice before the visitor had committed to anything. The variation replaced all of that with:

• A primary “Schedule Service in Minutes” CTA
• A secondary “Call Now – 24/7” CTA
• Three reassurance messages: same-day service, hassle-free booking, and local coverage
• No form fields in the hero

The test ran as a 50/50 A/B test across all traffic, with booking completion as the primary business metric.

The mid-test call: “Do not declare a winner yet”

After two weeks, the variation was not performing well compared to the control on completed bookings (5.1% versus 7.2%) despite winning on CTA clicks.

Rather than stopping the test early, Tre Hawkins asked Wingz to assess the results. Wingz advised him not to declare a winner and estimated that approximately 68 more days were needed to reach significance.

The CRO team let the test run for 97 days. By the final read, the results had reversed.

Results: +24.49% booking value per visitor

After letting the test run, the simplified hero generated:

• 58 additional bookings
• 65 additional revenue units
• +24.49% expected improvement in booking value per visitor
• +58.43% schedule-service clicks
• 206 clicks on the new 24/7 call CTA

Wingz shows the hidden story behind the numbers: 

Lead-form submissions fell by 72% (from 53 to 11). On its own, that looks like the variation cost Haller Enterprises 42 leads — the kind of number that gets a winning test rolled back.

Wingz raised this flag before anyone asked and explained it differently: the visitors weren’t lost, they were switching channels. The booking page and the phone line had taken over. Against 42 fewer form submissions, the variation produced 58 more bookings and 72 more clicks to call. 

Why it matters: no single metric settles this test. Wingz recommended judging it on the combined economic value of bookings, calls, and form leads — not CTA clicks or form submissions alone.

The simplified hero is now live across the Haller Enterprises sites. The test brought three normally separate activities into one workflow:

1. Wingz identified the friction.
2. Wingz built the variation.
3. Wingz analyzed the results and advised Tre to wait when the early data was inconclusive.

Tre has since used the same process on the plumbing, drain cleaning, air conditioning, and maintenance plan pages to unify the optimization process across the group.

Want to find and fix friction on your own pages this fast? Book a demo of Wingify and see Wingz in action.