Do fewer, easier to tap options lift lead form conversion?

The first step of our lead form listed 9 reasons to pick from, with a Spanish language link above the copy. We tested 4 ways to make that step easier. The best converted 13.6% better over 31 days, short of our bar.

Not significant Responsive 31 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

4

The hypothesis

By reducing the effort on the first step of the lead form, we will help users move on to step 2 more easily, resulting in more completed leads.

In usability testing, a user did not notice that he had to pick an option at the top of the first step before clicking next. The options looked like buttons, which made it unclear they could be selected.

Fewer than 10% of users needed the Spanish version, yet its link sat above the copy and button. In our selection data from early December, the 4 least picked reasons each drew 5% of picks or less.

What we changed

We tested 4 ways to make the first step of the lead form easier.

Var A moved the Spanish language link below the fold, bringing the copy and button up. Var B swapped the option buttons for checkboxes, a more familiar way to pick from a list. Var C cut the options from 9 to 7 by removing the 2 least picked. Var D cut them to 5 by removing the 4 least picked.

Var A: Spanish link moved down wireframe — VAR A: SPANISH LINK MOVED DOWN

Spanish language link moved below the fold
Copy and button moved up the step

Var B: Checkboxes wireframe — VAR B: CHECKBOXES

Option buttons replaced with checkboxes

Var C: 7 options wireframe — VAR C: 7 OPTIONS

Options cut from 9 to 7
2 least picked options removed

Var D: 5 options wireframe — VAR D: 5 OPTIONS

Options cut from 9 to 5
4 least picked options removed

The result

The best of 4 variations converted 13.6% better, short of our bar.

CONVERSION RATE

+13.6%

Over 31 days, the strongest of the 4 variations converted 13.6% better than the control. None of the variations reached our confidence bar, so we cannot call a winner.

Midway through, we sent more traffic to the 2 variations that were trending best to gather more data, and the results still did not settle.

What we would do next

Combine the strongest ideas and test them together.

No single change moved the number enough on its own. Our next round on this form tested the 5 option layout against a bigger version that combined all of the updates, to see if the changes add up when made together.