Does removing the lead form banner inside the funnel lift leads?
Once visitors started our multi-step lead form, a banner stayed at the top of every step. We tested removing it inside the funnel. Over 14 days, leads came in 1.9% lower without the banner, short of our confidence bar.
Not significant Responsive 14 days Not called
The hypothesis
By removing the banner once visitors are inside the funnel, we will let them focus on the form questions, resulting in more completions and better leads.
On every step after the first, the banner sat above the question and drew attention away from it. We expected a cleaner step to help visitors focus and finish the form.
What we changed
Top banner removed from every step after the first page
Var A hid the banner once a visitor moved past the first page of the funnel. The first page, the questions and the form layout stayed the same.
- Banner removed after the first page
- Questions and layout unchanged
The result
Leads came in 1.9% lower with the funnel banner removed
Over 14 days, the version without the banner converted 1.9% worse than the original, and lead value per visitor was 0.8% lower. The gap never reached our confidence bar, but results slipped week over week, so we paused the test.
What we would do next
Keep the banner so each step feels like the same page
Without the banner, later steps looked different from the page visitors started on, which may have caused confusion. We kept the banner and looked for other ways to cut distraction inside the funnel.
Read next
Where this test fits
Should you build an in-house CRO team or go fractional?
An in-house CRO team is 4 hires, not 1. See what it costs, when it pays off, and how a fractional team gets you…
Read the article →Lead Generation Optimization
We research, build and run lead form tests like this one inside your team.
See the service →