Do consistent font sizes across every step lift lead conversion?
Font sizes and weights changed from step to step in our multi-step lead form. We tested keeping them consistent across the funnel. Over 22 days, leads rose 2.6%, short of our confidence bar, while lead value per visitor fell 13.5%.
Not significant Responsive 22 days Not called
The hypothesis
By keeping font sizes and weights consistent throughout the funnel, we will reduce anxiety as visitors move through it, resulting in more completed forms.
When text sizes jump between steps, each new page can feel like a different site. A steady type system makes the funnel feel like 1 connected flow.
What we changed
Font sizes and weights made consistent across every funnel step
Var A set the same font sizes and weights for the text on every step of the funnel. The copy, the questions and the layout stayed the same.
- Same font sizes on every step
- Same font weights on every step
The result
Leads rose 2.6% with consistent font sizes across the funnel
Over 22 days, Var A converted 2.6% better than the original, but lead value per visitor was 13.5% lower. The drop in value came from fewer leads with $10K or more in debt, and there were too few of those leads to read with confidence. Neither result reached our confidence bar. High-value leads kept falling week over week, so we paused the test.
What we would do next
Consistent type alone did not move this funnel
The change was small, and traffic on this funnel was low, so it never produced a clear signal. With high-value leads drifting down, we kept the original and moved on to copy tests on this funnel.
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