Does turning a lead form disclaimer into a claim lift leads?
Our tax relief lead form ended with a standard disclaimer. We tested it rewritten as a confident claim and as a fact with a footnote. The footnoted fact trailed the original by 5.1% over 21 days, short of our confidence bar.
Not significant Responsive 21 days Not called
The hypothesis
By turning the disclaimer into a confident claim, we will help visitors feel more sure they can resolve their tax debt, resulting in more completed lead forms.
The same change had won on a sister funnel. We reapplied it here to see whether the result would carry over to a different tax relief lead form.
What we changed
We rewrote the form disclaimer as a claim, or as a footnoted fact.
The control kept the standard disclaimer below the form. Var A rewrote it as a positive claim about resolving tax debt, and we paused it partway through the test. Var B stated the same point as a fact and moved the supporting detail into a footnote. Var B ran for the full 21 days.
- Disclaimer rewritten as a positive claim
- Paused partway through the test
- Disclaimer rewritten as a stated fact
- Supporting detail moved to a footnote
The result
The footnoted fact trailed the control by 5.1% over 21 days.
Traffic to this funnel was low for the whole test. We paused the claim version, Var A, partway through and kept the footnoted fact, Var B, running against the control. Early on Var B looked positive, so we gave it another week. Later, high-value leads, those with more than $10,000 in tax debt, began to drop, and the gains showed up in a metric we were not optimizing for. We paused the test with Var B 5.1% below the control, which did not reach our confidence bar.
What we would do next
A footnoted fact did not repeat a sister funnel's disclaimer win.
A disclaimer rewrite had won on another of our tax relief funnels, so we expected a lift. On this form the footnoted fact moved the wrong leads: high-value leads fell while lower-value activity rose. With low traffic, we would retest only with enough volume to read the high-value tier on its own.