Does removing everything below the fold in a lead form help?
Our tax relief landing page kept its full content below the lead form. Once visitors started the form, we removed everything below the fold. Conversion fell 5.6% over 13 days, so we paused.
Lost Responsive 13 days Called at 90%
The hypothesis
By removing everything below the fold once visitors start the form, we will cut distraction, resulting in more visitors finishing the form.
Focus versions that strip the page down to the form had won on other funnels. Once a visitor has started the form, the content below it no longer helps them decide and can pull attention away.
We tested the same focus treatment on this funnel.
What we changed
Once in the form, visitors saw only the form, with nothing below it.
In the control, the page content below the form stayed in place through every step. In the variation, as soon as a visitor started the form, everything below the fold was removed. The form steps and questions did not change.
- Content below the fold removed in the form
- Form steps unchanged
The result
Conversion fell 5.6% when we removed content below the form.
The variation trailed the control by 5.6% over 13 days, with revenue per visitor down 5.3%. We gave it an extra week, but it never showed the lift this change had produced on other funnels, so we paused it.