Does a higher contrast debt selector lift lead form conversion?

Our debt amount buttons had low contrast. We tested a gray gradient and a green gradient taken from the brand color. Over 13 days, conversion fell 9.7% with the green gradient and 5.3% with the gray.

Lost Responsive 13 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By increasing the contrast of the debt selector, we will draw visitors to the preferred options, resulting in more conversions.

What we changed

Higher contrast debt amount buttons in gray or green gradients

Var A gave the debt amount buttons a gray gradient that followed the existing gray buttons. Var B gave them a green gradient taken from the brand color. The options themselves stayed the same.

VAR A: GRAY GRADIENT

Gray gradient on the debt amount buttons

VAR B: GREEN GRADIENT

Green gradient on the debt amount buttons

The result

Conversion fell 9.7% with the green gradient debt selector

CONVERSION RATE

-9.7%

LEAD VALUE PER VISITOR

-4.6%

VAR A CONVERSION

-5.3%

Over 13 days, the green gradient (Var B) converted 9.7% worse than the original, and lead value per visitor fell 4.6%. That loss cleared our confidence bar. The gray gradient (Var A) converted 5.3% worse, short of our bar. We paused the test and moved to the next round.

What we took from it