Do 2 debt amount buttons lift lead form conversion?
Our lead form asked for the debt amount with 6 buttons. We tested 2 buttons instead: under or over $10k. Over 22 days, conversion rose 11.0% and lead value per visitor rose 5.7%.
Won Responsive 22 days Called at 90%
The hypothesis
By simplifying the debt amount question from 6 buttons to 2, we will make the first step easier to answer, resulting in more visitors completing the form.
Our forms asked for the debt amount in 3 different ways, and 6 buttons was the most involved. Earlier focus tests in our program had lifted results by cutting effort, and many competing forms used a simpler choice.
What we changed
6 debt amount buttons replaced with 2: under or over $10k
The first step asked visitors to pick 1 of 6 debt ranges. The variation replaced them with 2 buttons, under $10k and over $10k. The rest of the form stayed the same.
- 6 debt amount buttons cut to 2
- Choices: under $10k or over $10k
The result
2 debt amount buttons lifted conversion 11.0%
Over 22 days, the 2-button version converted 11.0% better than the original and lifted lead value per visitor 5.7%. More visitors clicked through the funnel while lead quality held steady. We implemented it and used it as the base for the next round of tests.
What we took from it
A 2-way choice made the first step easier to answer
Choosing among 6 ranges asks visitors to know their debt fairly well before they start. A simple under or over $10k choice was quick to answer, so more visitors moved on, and the quality of leads held.
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