Does a shorter disclaimer and plainer wording lift lead conversion?
Our tax relief lead form had a long disclaimer, a slogan in the banner and the term back taxes. We shortened the disclaimer, removed the slogan and said tax debt instead. Conversion moved -7.0% over 7 days on low traffic, and we paused it.
Not significant Responsive 7 days Not called
The hypothesis
By shortening the disclaimer and using plainer words, we will make the page easier to read, resulting in more visitors who start and finish the form.
These wording changes had been tested on other funnels for the same client. We wanted to see how they worked on a different offer.
Plain terms like tax debt match how visitors describe their problem, and a shorter disclaimer leaves less to read before the first step.
What we changed
We shortened the disclaimer and swapped back taxes for tax debt.
In the variation, we shortened the disclaimer, removed a slogan from the page 1 banner, and changed back taxes to tax debt in the page 1 banner and the page 2 buttons. The form steps and the design stayed the same.
- Disclaimer shortened
- Slogan removed from the page 1 banner
- Back taxes changed to tax debt
- Page 2 button wording updated
The result
Conversion moved -7.0% over 7 days, short of our confidence bar.
This funnel got very little traffic, and after 7 days the results showed little movement either way. Revenue per visitor moved -7.7%. At that traffic level the test would have needed many weeks to reach our confidence bar, so we paused it and shifted testing to funnels with more traffic.
What we would do next
A funnel this small cannot settle a wording test in a reasonable time. Next, we would either combine the offer's pages into 1 landing page to pool traffic, or run the same wording changes on a busier funnel where a result can be called.