Does processing speed copy under the button lift form conversion?

In user testing, visitors said a big reason to use the service was how quickly registrations are processed. We tested a line saying so under the registration form button. Over 28 days, conversion rose 21.9% across mobile and desktop.

Won Responsive 28 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By adding copy under the button about how quickly registrations are processed, we will highlight a key selling point, resulting in more visitors completing their orders.

Moderated user testing showed that processing speed was one of the strongest reasons visitors gave for using the service. The registration page did not mention it near the button, where visitors decide whether to go on.

What we changed

A line under the button on how quickly registrations are processed

Var A added a short line of copy directly below the registration form button that stated how quickly registrations are processed. The same change ran on mobile and desktop. Nothing else on the page changed.

VAR A: COPY BELOW THE CTA

Processing speed line below the button
Same change on mobile and desktop

The result

Processing speed copy lifted registration page conversion 21.9%

CONVERSION RATE

+21.9%

Over 28 days, the new line converted 21.9% better than the original across mobile and desktop combined, and revenue per visitor rose 21.9%. The lift cleared our confidence bar. We ran it to about the 1 month mark to make sure it held, then implemented it.

What we took from it

Visitors wanted the speed promise right where they decide

Speed was what visitors valued most, and the button is where they decide to commit. Putting that promise next to the button answered their question at the moment it mattered. Users preferred the page with the speed promise in view.