Does a smaller logo with a click to call button lift leads?

Our lead form page opened with a large logo, and the phone number sat below the form. We tested a smaller logo with a click to call button near the top. Over 15 days, leads rose 7.0% and high-value leads rose 20.6%.

Won Responsive 15 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By reducing the branding and moving the phone number up as a click to call button, we will reduce cognitive load, resulting in more leads.

The large logo took space above the form, and the only phone option sat below it. A smaller logo pulls the form higher, and a call button gives visitors who would rather talk a clear way to act.

What we changed

A smaller logo and a click to call button near the top of the page

Var A reduced the size of the logo, added a click to call button, and removed the phone line that sat after the lead form.

VAR A: REDUCE LOGO + PHONE

Smaller logo
Click to call button added
Phone line after the form removed

The result

High-value leads rose 20.6% with a smaller logo and call button

CONVERSION RATE

+7.0%

$10K+ LEADS

+20.6%

LEAD VALUE PER VISITOR

+18.4%

Over 15 days, Var A brought in 7.0% more leads than the original. The gain came from leads with $10K or more in debt, up 20.6%, which cleared our confidence bar. Leads with smaller debts were flat. Lead value per visitor rose 18.4%, and we sent the change for implementation.

What we took from it

Moving the call option up gave visitors a faster way to act

With less space spent on the logo, the form and the call button sat higher on the page. Visitors with larger debts responded most, and that is where the lead value on this page comes from.