Testing and measurement services for HVAC companies

Conversion research and analysis

Choose this if: you get traffic and some calls, but cannot say why visitors leave without calling.

Conversion research is the research-and-analysis step. We read your analytics, listen to a sample of calls (with consent), review your pages on a phone, and compare what homeowners need to know with what your site tells them. The output is a ranked list of problems, each with the evidence behind it and a testable hypothesis.

It is the cheapest way to avoid testing the wrong thing.

Measurement and call tracking setup

Choose this if: Google Ads, GA4 and your office tell three different stories about how many leads you had.

Measurement setup cleans up key events in GA4, separates calls from ads, calls from the website and number taps, sets a sensible minimum call length, and, where your systems allow, sends booked jobs back to Google Ads. Our article on call tracking and attribution explains the reasoning.

Nothing else on this page works without it.

CRO experiments and A/B testing

Choose this if: measurement is trustworthy and you have specific hypotheses about what would raise calls or quote requests.

CRO experiments covers the strategy and implementation steps: we size each test for your real traffic, write the stopping rule before launch, build the variant, and read the result with an interval. For low-volume businesses we use switchback schedules and qualified-call metrics instead of pretending a classic split will work.

Holdout and incrementality testing

Choose this if: you suspect brand search, remarketing or a lead platform is taking credit for jobs you would have won anyway.

Holdout testing withholds advertising from a matched set of areas, weeks or audiences and measures the difference. It answers a question attribution reports cannot: what would have happened without this spend?

How the services fit together

Where most companies should start

If you are unsure, start with measurement. The first thing we check in any HVAC account is not the pages or the campaigns but the counting, because it fails in predictable ways: number taps treated as calls, soft actions marked as leads, the same call recorded twice. Until that is fixed, research findings are blurred and test results are unreliable.

The other sensible starting point is a holdout on brand search or remarketing, because those campaigns are the most likely to be taking credit for calls that would have come anyway, and the answer can free budget quickly.

What every service has in common

• Written plans before work starts. Hypothesis, metric, sample and stopping rule, agreed with you.
• No invented benchmarks. We compare you with your own baseline, not with an "industry average".
• You own the accounts and the data. Analytics, ads and tracking stay in your name.
• Senior attention. Work is planned and reviewed by Ali Sedighi, MBA, who founded Conv.ca.

To see how these services are priced, visit pricing. To see real results from our HVAC work, visit results. Or call, text or email and describe your first unanswered question.