Does a countdown timer lift lead form conversion?
Our tax relief lead form gave visitors no reason to finish right away. We added a countdown timer to the form to create a sense of urgency as they answered. Conversion fell 24.2% over 15 days, so we paused the test.
Lost Responsive 15 days Called at 90%
The hypothesis
By adding a countdown timer to the lead form, we will motivate visitors to finish it now, resulting in more completed forms.
A countdown timer had shown promise on a sister funnel. We ran the same idea on several of our tax relief forms at the same time to see whether the effect would carry over.
What we changed
We added a countdown timer to the tax relief lead form.
The control showed the form with no timer. The variation added a countdown timer to the form, meant to create a sense of urgency while visitors answered the questions.
- Countdown timer added to the form
The result
Conversion fell 24.2% over 15 days with the countdown timer.
The timer version trailed the control, and revenue per visitor fell 23.9%. A data issue early on meant we had to update the test URL before reviewing results. Timer tests on our other tax relief forms were trending down in the same period, so we paused this test and moved on to the next round.
What we took from it
A countdown timer added pressure without adding leads here.
Timer tests on several of our tax relief forms lost or showed no clear lift in the same period. On this funnel, our next test removed questions from the form.