Does removing content below the form lift lead conversion?

Once visitors started our lead form, the page still showed content below the answer buttons. We tested removing everything below the buttons after the first step. Over 14 days, conversion rose 19.5% and lead value per visitor rose 20.2%.

Won Responsive 14 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By removing everything below the answer buttons once visitors are in the funnel, we will keep their focus on the form, resulting in more completed leads.

Earlier focus tests in our program had lifted results by removing distractions once visitors were inside the form. This form still showed the same content below the buttons on every step.

What we changed

Everything below the answer buttons removed once in the funnel

The first step stayed the same. From the second step on, the variation removed all content below the answer buttons, so each step showed only the question, the answers and the progress bar.

VAR A: FOCUS

Content below the buttons removed in funnel
First step left as it was

The result

Removing content below the form lifted conversion 19.5%

CONVERSION RATE

+19.5%

LEAD VALUE PER VISITOR

+20.2%

Over 14 days, the focused version converted 19.5% better than the original and lifted lead value per visitor 20.2%. The lift cleared our confidence bar and showed across all our measures, so we implemented it.

What we took from it

Once visitors started, extra content only pulled them away

After the first answer, visitors have already chosen to start. Content below the buttons gave them reasons to scroll and stop. Removing it left 1 clear thing to do on each step.