Does a customer testimonial in the lead form lift conversion?
Our lead form asked visitors for personal details with little proof that others had been helped. We tested adding a customer testimonial with a star rating. Over 15 days, conversion rose 17.9% and lead value per visitor rose 33.4%.
Won Responsive 15 days Called at 84%
The hypothesis
By adding a customer testimonial to the lead form, we will give visitors more confidence, resulting in more of them completing the form.
The form asks for personal and financial details, which takes trust. A testimonial with a visible star rating gives visitors proof from someone in their position before they commit.
What we changed
A customer testimonial with a star rating added to the lead form
The variation added a short customer testimonial to the form, written so it could show a star rating next to it. Nothing else on the form changed.
- Customer testimonial added to the form
- Star rating shown with the testimonial
The result
A customer testimonial lifted conversion 17.9%
Over 15 days, the testimonial version converted 17.9% better than the original and lifted lead value per visitor 33.4%. We called the win below our usual confidence bar because the result had been positive from the first day and lead value per visitor stayed above our bar. We then rolled the testimonial out.
What we took from it
Proof from a real customer helped visitors finish the form
Visitors on this form are sharing details about a stressful money problem. A short testimonial with a star rating showed them that others had been helped, and more of them kept going to the end of the form.
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