Does a direct lead form headline bring in more freight leads?
Our sign-up form for freight customers opened with a generic heading. We tested a direct action headline, a line asking for contact details and a Continue button. Leads measured +90.0% over 8 days, short of our confidence bar, and we implemented the copy.
Not significant Responsive 8 days Not called
The hypothesis
By rewriting the headline, subheading and button to speak directly to businesses that move freight, we will give the right visitors more confidence to start the form, resulting in more qualified sign-ups.
The sign-up page for freight customers was 1 of 3 funnels we started with, alongside the homepage and the carrier sign-up page. The goal was not just more leads but more leads from businesses moving 50 or more loads a month, the size of customer the sales team wanted.
The variation told visitors plainly why the form asked for their details and what to do next. We also used this test to set a baseline conversion rate for those larger accounts.
What we changed
We rewrote the headline, subheading and button on the sign-up form.
The control kept the original heading and button. The variation used a short action headline telling visitors to get started, added the line "Please provide some details so we can contact you." under it, and changed the button text to "Continue". The form fields and layout stayed the same.
- Short action headline to get started
- Added a line asking for contact details
- Button text changed to Continue
The result
Leads measured +90.0% over 8 days, short of our confidence bar.
The variation led from its first week, but traffic to this page was low and the lift did not reach our confidence bar. We stopped after 8 days to test the same copy with an added security message. That follow-up was flat, while this copy-only version had shown the larger lift, so we implemented the copy-only change.
What we would do next
Keep the copy and confirm the lift as traffic grows.
A heading that names the next step and a line explaining why we ask for details gave visitors a clearer reason to start. The 8-day run and low traffic make the size of the lift uncertain, so we treat +90.0% as a direction, not a forecast, and would measure it again once the page has more traffic.