Does a $30k amount slider cap help a lead form convert?
Our lead form used an amount slider. We tested lowering the slider maximum to $30k, and adding the word approximately before the amount. Conversion fell 18.9% over 19 days, so we paused the test.
Lost Responsive 19 days Called at 90%
The hypothesis
By lowering the amount slider maximum to $30k and softening the wording with approximately, we will make the amount step easier to answer, resulting in more completed leads.
On another of our lead forms, a version with approximately in front of the amount and a $30k slider maximum had done well. Softer wording can make users more willing to pick a number when they are not sure of the exact figure.
We tested each change on its own on this form to see which change carried over.
What we changed
We capped the amount slider at $30k and tried softer amount wording.
Var A lowered the amount slider maximum to $30k. Var B added the word approximately in front of the amount, so users were asked for a rough figure rather than an exact figure. The rest of the form stayed the same.
- Amount slider maximum lowered to $30k
- Added approximately before the amount
- Asks for a rough figure, not an exact amount
The result
Lead form conversion fell 18.9%, so we paused both variations.
Over 19 days, conversion fell 18.9%, and both variations stayed below the control the whole time. We paused the test and moved on to the next idea for this form.
What we took from it
Users on this form preferred the original slider and wording.
Changes that helped on another of our lead forms did not carry over here. Users on this form preferred the control, with its original slider range and direct wording. Our next test on this form tried fewer amount options instead.