In a follow-up split-test comparing hybrid-vanity numbers against numerically random toll-frees, the highly memorable hybrid vanities demonstrated a 46% higher response rate. Naturally, the a/b test involved equitable ad spends, placements, and otherwise potentially differentiating factors.
Nearly the entirety of this increased response represented leads of excellent quality, as sales from the hybrid-vanities also saw a 45% increase against their random counterparts.
Perhaps most importantly, the resulting cost-per-lead was 31% lower on the campaign employing hybrid-vanity toll free numbers. In other words: costs were cut, response was increased, and the two combined to increase profitability exponentially.