Does adding a timing question lift lead form completions?

Our lead form did not ask visitors when they wanted their debt resolved. We tested adding that question, with 2 sets of answers. Over 8 days, conversion fell 10.7% with the first set, short of our confidence bar.

Not significant Responsive 8 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By adding a question about when visitors want their debt resolved, we will create urgency for hesitant visitors, resulting in more form completions.

Visitors who are skeptical or unsure often put off acting. Asking when they want the problem solved prompts them to picture a deadline, which can nudge them to finish the form now.

What we changed

A new question asking when visitors want their debt resolved

Both versions added the question to the form. Var A offered as soon as possible, 1 to 3 months, 3 to 6 months and 6 to 12 months. Var B offered as soon as possible, 1 to 6 months, 6 to 12 months and unsure.

VAR A: MONTHS OPTION 1

New question on when to resolve the debt
ASAP, 1-3, 3-6 or 6-12 months

VAR B: MONTHS OPTION 2

New question on when to resolve the debt
ASAP, 1-6 or 6-12 months, or unsure

The result

Conversion fell 10.7% with the timing question, short of our bar

CONVERSION RATE

-10.7%

LEAD VALUE PER VISITOR

-12.9%

VAR B CONVERSION

-7.4%

Over 8 days, Var A converted 10.7% worse than the original, with lead value per visitor down 12.9%. Var B converted 7.4% worse, with lead value per visitor down 5.2%. None of these gaps reached our confidence bar.

What we would do next

Rerun the timing question over a longer test

Both answer sets trended down, but the run was too short to settle the question. We ran it again over a longer test, comparing answers in months with answers in plain wording.