Does an expert negotiation headline lift lead form conversion?

We wanted our lead form headline to make the help on offer clearer. We tested a headline and subheading saying experts would negotiate on the visitor's behalf. Over 16 days, conversion fell 9.7% and lead value per visitor fell 4.4%.

Lost Responsive 16 days Called at 86%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By using a headline that says experts will negotiate for the visitor, we will make the offer clearer and more compelling, resulting in more visitors taking action.

Visitors arrive worried about what they owe and unsure what happens next. A headline that names the help on offer, experts who negotiate for them, answers that question up front.

What we changed

A new headline and subheading promising expert negotiation

Var A changed the headline to focus on resolving unpaid debt and changed the subheading to say experts would negotiate on the visitor's behalf. The rest of the form stayed the same.

VAR A: HEADLINE UPDATE

Headline focused on resolving unpaid debt
Subheading: experts negotiate for you

The result

Conversion fell 9.7% with the expert negotiation headline

CONVERSION RATE

-9.7%

LEAD VALUE PER VISITOR

-4.4%

Over 16 days, the new headline converted 9.7% worse than the original, and lead value per visitor was 4.4% lower. Conversion was down for every lead group. We called the loss at a lower confidence level than usual and paused the test after 16 days.

What we took from it

Users preferred the original headline and subheading

Visitors finished the form more often with the original copy. The promise of expert negotiation did not give them a stronger reason to start, and conversion fell for smaller and larger debts alike.