Does a service description below the form lift conversion?

Our homepage form let visitors pick a service but did not say what it included. We added a short description below the selected service. Over 15 days, conversion fell 1.7%, a result that did not reach our confidence bar.

Not significant Responsive 15 days Not called

SURFACE

Homepage

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By adding a clear service description below the selected service, we will highlight its benefits, resulting in more form submits and orders.

Visitors picked a service from a short label, with no detail on what they would get. A description could point out benefits such as same-day processing, help with each task, and reliable customer support.

What we changed

A short benefits description below the selected service

On both mobile and desktop, we added a few lines below the selected service on the homepage form. The copy covered same-day processing, help with each step of the task, and access to customer support.

VAR A: ADDITIONAL CONTENT

Service description below the selected service
Copy on same-day processing and support

The result

Conversion fell 1.7%, a result short of our confidence bar

CONVERSION RATE

-1.7%

Over 15 days, the version with the service description converted 1.7% worse than the original, a gap that did not reach our confidence bar. Mobile was down across every measure we tracked, while desktop showed a slight lift that also fell short. We paused the test.

What we would do next

Keep the mobile form short and retest the detail on desktop

Mobile was down on every measure, while desktop leaned positive. On a small screen, the added copy took space near the form without giving visitors a stronger reason to continue. A desktop-only version is the next step worth testing.