Does a conversational assistant on the lead form lift conversion?
Our lead form asked its questions in a plain, formal way. We tested a conversational assistant that guided visitors through the form in a casual voice. Over 33 days, conversion fell 8.9% and lead value per visitor fell 8.6%.
Lost Responsive 33 days Called at 90%
The hypothesis
By adding a casual assistant that guides visitors through the form, we will make a confusing form feel more human and build confidence, resulting in more completed forms.
What we changed
A casual, conversational assistant guiding visitors through the form
The variation added an assistant to the form that spoke to visitors in a casual, friendly voice and walked them through each question. The questions and steps themselves stayed the same.
- Conversational assistant added to the form
- Casual, friendly copy guiding each step
The result
Conversion fell 8.9% with the conversational assistant
Over 33 days, the version with the assistant converted 8.9% worse than the original, and lead value per visitor was 8.6% lower. The loss cleared our confidence bar, so we paused the test and kept the original form.
What we took from it
Users preferred the original form without the assistant
We expected a friendly guide to make the form feel easier. Instead, visitors finished the plain form more often. On this form, the extra voice added more to read before each answer rather than making the questions clearer.
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