Does a combined debt type option lift high-value form leads?

Our lead form's debt type question had no answer for visitors with both of the debt types it listed. We added that answer. Over 28 days, total conversion dipped 3.7%, but high-value leads rose 22.1% and lead value per visitor rose 16.6%.

Won Responsive 28 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By making the form's questions clearer and covering every answer, we will help visitors answer with confidence, resulting in more quality leads.

The debt type question listed 2 kinds of debt but had no choice for visitors who had both. Those visitors had to pick an answer that did not fit, or leave.

Other questions gave no reason for why they were asked, which can make a form feel risky to finish.

What we changed

A 'both' answer on the debt type question, or help text

Var A added an answer for visitors with both debt types to the debt type question. Var B added a question mark icon with a short explanation of why each question was asked. We paused Var B partway through the test.

VAR A: BOTH OPTION

'Both' answer added to the debt type question

VAR B: CALL OUT

Question mark icon on each question
Short note on why each question is asked

The result

High-value leads rose 22.1% as total conversion dipped 3.7%

CONVERSION RATE

-3.7%

HIGH-VALUE LEADS

+22.1%

LEAD VALUE PER VISITOR

+16.6%

Over 28 days, the new answer (Var A) brought in 3.7% fewer leads in total, a gap that did not reach our confidence bar. Its mix of leads was better: high-value leads, from people with more than $10K in debt, rose 22.1%, and lead value per visitor rose 16.6%. The high-value lift cleared our confidence bar, so we implemented Var A. We paused the help text (Var B) after 21 days, when it was running neutral to negative.

What we took from it

Visitors with both debt types needed an answer that fit them

Without an answer for both debt types, some visitors with larger, more complex debt picked a poor fit or did not finish. The new answer drew fewer small leads but more high-value ones, which raised the value of each visit.