Does explaining the relief program in the subheadline lift leads?
Our tax relief lead form named an IRS relief program without explaining it. We added detail about the program to the subheadline. Conversion was 22.7% lower after 23 days, short of our confidence bar, and lead quality slipped.
Not significant Responsive 23 days Not called
The hypothesis
By defining the relief program in the subheadline, we will help visitors understand what they are applying for, resulting in better lead quality and a higher conversion rate.
The page referred to an IRS relief program by name but did not say what it was. Visitors who do not understand what they are signing up for may hesitate before giving personal details.
A short definition near the top of the page could answer that question before the form starts.
What we changed
We added detail about the IRS relief program to the subheadline.
In the control, the subheadline did not explain the program. In the variation, the subheadline added detail about what the program is. We built mobile and desktop versions of the same copy. The form itself did not change.
- Subheadline explains the relief program
- Mobile and desktop versions of the copy
The result
Conversion was 22.7% lower after 23 days, short of our confidence bar.
Traffic to this funnel was light, and the gap did not reach our confidence bar. The extra detail also seemed to shift the mix of leads, with more lower quality leads and fewer high quality ones. We paused the test and moved to the next round.
What we would do next
More program detail up top may distract instead of reassure.
The added proof around the program may have pulled attention away from the form and raised new questions instead of answering them. That fits the drop in higher quality leads. We kept the original subheadline on this page.