Does combining lead form steps like a competitor lift conversion?

A competitor's lead form used fewer, combined steps. We tested a redesign of our form that followed that pattern. Over 8 days, conversion rose 9.2%, short of our confidence bar.

Not significant Responsive 8 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By combining lead form steps and simplifying the experience, following a competitor's form, we will make the form easier, resulting in more leads over $10k.

What we changed

A redesign that combines steps, modeled on a competitor's form

The variation followed the pattern of a competitor's landing page. It combined some steps to shorten the flow and simplified the overall design.

VAR A: UPDATED DESIGN

Some steps combined to shorten the flow
Overall design simplified
Pattern modeled on a competitor's form

The result

Conversion rose 9.2% with combined steps, short of our bar

CONVERSION RATE

+9.2%

LEAD VALUE PER VISITOR

+38.5%

LEADS OVER $10K

+40.7%

Over 8 days, the redesign converted 9.2% better than the original, well short of our confidence bar. Lead value per visitor rose 38.5% and leads over $10k rose 40.7%, but leads under $10k fell sharply, so the gain likely came from a shift in lead mix rather than more leads.

What we would do next

Run the redesign longer before judging lead quality

8 days was too short to tell whether the redesign changed who filled out the form or only which leads came in that week. We would run it again for at least 14 days.