Does hiding content below the fold lift lead form conversion?
Once visitors started the lead form, the page still showed content below the fold. We hid it so only the form remained. Conversion rose 6.1% and revenue per visitor 5.5% over 17 days, short of our confidence bar.
Not significant Responsive 17 days Not called
The hypothesis
By removing every distraction once a visitor is in the form, we will let them focus on finishing it, resulting in more completed forms.
Hiding content below the fold after the first step had won on other landing pages in this program. Once visitors were in the form, copy further down the page only pulled them away from the next question.
This was the last landing page to get the change.
What we changed
We hid everything below the fold once visitors started the form.
After a visitor answered the first step, the variation hid all content below the fold, leaving only the form. The first step and the rest of the form stayed the same.
- All content below the fold hidden
- Applies after the first step
- Form itself unchanged
The result
Conversion rose 6.1% and revenue per visitor 5.5% over 17 days.
The first week had very little traffic and a lot of noise, so we ran the test an extra week. Conversion finished up 6.1% and revenue per visitor up 5.5%, but the change was not large enough to call a win.
We paused the test and moved on to the next round.
What we would do next
Try a different lever on this page instead of more focus.
The same change won on other landing pages, but here it only nudged results up. An earlier focus test on this page had also failed to win. The next round tested new copy instead, and that test won.