Does a quieter promotional banner lift lead form conversion?
Our lead form opened with a high-contrast promotional banner. We tested a quieter banner and added a trust badge. Over 23 days, conversion fell 10.5%, short of our confidence bar.
Not significant Responsive 23 days Not called
The hypothesis
By lowering the visual weight of the promotional banner and adding a trust badge, we will keep visitors focused on the form, resulting in more leads without hurting quality.
What we changed
A lower contrast promotional banner, with a trust badge added
The variation lowered the contrast of the promotional banner at the top of the form so it drew less attention, and added a third-party trust badge near the form.
- Lower contrast promotional banner
- Third-party trust badge added
The result
Conversion fell 10.5% with the quieter banner, not a clear result
Over 23 days, the quieter banner converted 10.5% worse than the original, and lead value per visitor fell 12.8%. The numbers trended down but did not reach our confidence bar. Similar focus changes on 2 other forms were also underperforming at the same time, so we paused all 3.
What we would do next
Keep the original banner and test the form itself
With results trending down here and on 2 similar tests, we would keep the original banner and look for gains in the form questions instead.
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