Does a tighter top banner lift tax relief lead form conversion?
The first page of the lead form had a tall top banner and, on desktop, an arrow. We tightened the banner to pull the page up and removed the arrow. Conversion rose 0.5% over 13 days, and the extra leads were low value.
Not significant Responsive 13 days Not called
The hypothesis
By tightening the top banner and removing the arrow on desktop, we will cut distractions on the first page, resulting in more visitors entering the form.
The first page of the form had to get visitors to start. The top banner took up space above the form, and on desktop an arrow pulled the eye away from it.
We matched the banner to a tighter version used on another landing page in this program, which moved everything up the page.
What we changed
We tightened the top banner and removed the arrow on desktop.
The variation updated the top banner to a tighter design, moving everything on the page up. On desktop it also removed the arrow on the first page. The form questions stayed the same.
- Top banner tightened, page moves up
- Arrow removed on desktop
The result
Conversion rose 0.5% and revenue per visitor 1.3% over 13 days.
Conversion rose 0.5% and revenue per visitor 1.3%. The extra leads came from visitors with less than $5k in tax debt, the lowest value leads. Leads with more than $10k in tax debt held flat.
We paused the test at 13 days because the change was adding low value leads, not the higher value leads it needed to justify the new banner.
What we would do next
Test copy on this page instead of layout.
A tighter page got a few more visitors to start, but only those with small debts. The higher value visitors were not held back by the banner or the arrow. The next round on this page tested copy written around what visitors want to get done.