Does removing the header logo lift lead form conversion?

Our lead form showed the brand logo in the header. We tested removing it, and moving it below the button. Over 36 days, removing the logo lifted conversion 20.4%, but lead value per visitor barely moved.

Not significant Responsive 36 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By removing the logo from the header, or moving it below the button, we will draw more attention to the form, resulting in more engagement and more leads.

Earlier tests on this form suggested the brand mattered less to visitors than we expected. Moving the logo out of the header frees the top of the page for the question visitors need to answer.

What we changed

Header logo removed, or moved below the submit button

Var A removed the logo from the header. Var B moved the logo from the header to below the submit button. We paused Var A partway through the test to send more traffic to Var B.

VAR A: NO LOGO

Logo removed from the header

VAR B: LOGO AFTER CTA

Logo moved below the submit button

The result

Removing the logo lifted conversion 20.4%, not lead value

CONVERSION RATE

+20.4%

LEAD VALUE PER VISITOR

+0.7%

VAR B CONVERSION

+8.4%

Var A converted 20.4% better than the original before we paused it, and that gap cleared our confidence bar. The extra leads came from visitors with under $10K in debt, so lead value per visitor rose only 0.7%. Moving the logo below the button (Var B) lifted conversion 8.4% and lead value per visitor 2.3%, short of our confidence bar. Neither version lifted high-value leads, so we paused the test.

What we would do next

Judge logo changes on high-value leads, not lead count

Without the logo, more visitors with smaller debts finished the form, but visitors with larger debts did not. Since the larger leads carry the value, the logo change was not worth implementing on lead count alone.