Does removing content below the fold lift lead form quality?

Our lead form had supporting content below the fold and 2 logos in the header. We tested hiding that content behind a link, and removing the second logo. Over 19 days, hiding the content lifted conversion 8.8% and high-value leads 21.8%.

Won Responsive 19 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By focusing visitors on the question in front of them and cutting supporting detail, we will raise engagement with the form, resulting in more completed leads.

Content below the fold gave visitors a reason to scroll away from the question they needed to answer.

The header also held a second logo and a phone number, which pushed a supportive title further down the page.

What we changed

Content below the fold moved behind a link, or 2nd logo removed

Var A removed everything below the fold and added a learn more link that opened it for visitors who wanted it. Var B removed the second logo and the phone number from the header, which brought a supportive title into view. We paused Var B during the test.

VAR A: LEARN MORE FOCUS

Content below the fold removed
Learn more link opens the content

VAR B: SECOND LOGO

Second logo removed from the header
Header phone number removed

The result

Hiding content below the fold lifted conversion 8.8%

CONVERSION RATE

+8.8%

HIGH-VALUE LEADS

+21.8%

LEAD VALUE PER VISITOR

+19.4%

Over 19 days, the learn more version (Var A) converted 8.8% better than the original. Its gain was strongest in high-value leads, from people with more than $10K in debt, which rose 21.8% and cleared our confidence bar. Lead value per visitor rose 19.4%. Removing the second logo (Var B) cut conversion 2.7% and lead value per visitor 16.4%, so we paused it, which gave Var A the traffic it needed to reach a call.

What we took from it

A focused form kept visitors on the question in front of them

With the extra content behind a link, the form showed only the question visitors needed to answer, and visitors who wanted more detail could still open it. Users preferred keeping the second logo and phone number in the header.