Does a lower debt slider maximum lift lead form conversion?

Our debt amount slider topped out at $100k, which may have felt out of scale for many visitors. We tested lower maximums of $50k and $30k. Over 23 days, the $30k slider moved conversion 1.1%, short of our confidence bar.

Not significant Responsive 23 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By lowering the debt slider maximum, we will make the slider feel less intimidating to visitors with smaller debts, resulting in a higher conversion rate.

What we changed

The debt slider maximum lowered from $100k to $50k or $30k

The form opens with a slider for the amount owed. Var A lowered its maximum from $100k to $50k, and Var B lowered it to $30k, so most visitors would land closer to the middle of the slider. The rest of the form stayed the same.

VAR A: $50K MAX

Slider maximum lowered to $50k

VAR B: $30K MAX

Slider maximum lowered to $30k

The result

The $30k slider moved conversion 1.1%, short of our bar

CONVERSION RATE

+1.1%

LEAD VALUE PER VISITOR

+10.4%

LEADS OVER $10K

+11.6%

Over 23 days, the $30k slider (Var B) converted 1.1% better than the original and lifted lead value per visitor 10.4%. Leads over $10k rose 11.6%. None of these reached our confidence bar. The $50k slider (Var A) converted 5.0% worse than the original.

What we would do next

Test the $30k slider again to confirm the trend

The $30k slider trended toward more high-value leads without hurting volume, but it never cleared our bar. We would carry it into the next round and test it on another form to see if the trend holds.