Does back taxes wording lift tax relief lead form conversion?
The lead form talked about tax debt. We rewrote the questions and buttons in plainer wording built on the phrase back taxes. Conversion fell 29.1% and revenue per visitor 28.2% over 14 days, on traffic too low to call.
Not significant Responsive 14 days Not called
The hypothesis
By using more familiar back taxes wording in the lead form, we will make visitors less wary of finishing it, resulting in more completed forms.
Visitors who owe the IRS do not always think of it as tax debt. Many call it back taxes. We expected wording that matched their own words to make the form easier to read and less stressful.
The copy came from an earlier test on another landing page in this program, where a softer version of the funnel language showed a lift that was too small to call.
What we changed
We rewrote the form questions and buttons around back taxes.
The variation changed the disclaimer to mention needing help with back taxes. Step 1 asked about how much the visitor owes in back taxes. Step 2 asked what type of back taxes they need help with, with buttons for IRS back taxes and state back taxes. The button on step 4 offered a back tax savings estimate.
- Disclaimer mentions help with back taxes
- Step 1 asks how much is owed in back taxes
- Step 2 asks what type of back taxes
- Step 3 buttons: IRS or state back taxes
- Step 4 button: back tax savings estimate
The result
Conversion fell 29.1% and revenue per visitor 28.2% over 14 days.
The variation trailed the control for the full 14 days. Conversion fell 29.1% and revenue per visitor 28.2%, but traffic to this landing page was low, so the gap never became clear enough to call.
We paused the test. The same back taxes wording lost on another landing page in this program that month.
What we would do next
Keep the tax debt wording and test a different lever here.
The plainer wording did not make visitors more willing to finish the form on this page. With the result leaning down and a similar loss on another page, we would leave the wording as it was. The next round on this page tested a design update to the button above the fold instead.