Does moving the lead form up a location page earn more leads?
Our location pages showed the experience details first, with the lead form below. We tested putting the lead form first. Leads measured -3.6% over 13 days with no positive trend, so we paused it.
Not significant Responsive 13 days Not called
The hypothesis
By moving the lead form above the experience details on location pages, we will let visitors who are ready to act convert sooner, resulting in more lead submissions.
Location pages described each destination and the experience in detail, with the lead form further down. Many visitors arrive already knowing the destination and may want the next step right away instead of scrolling through more content.
What we changed
We swapped the lead form and the experience details on location pages.
In the control, the experience details came first and the lead form sat below them. The variation swapped the 2 sections, so the lead form appeared before the details. The content of each section stayed the same.
- Lead form moved above experience details
- Experience details moved below the form
The result
Leads measured -3.6% over 13 days, and we paused the test.
The variation started well, but as more data came in the results reversed and showed no positive trend. We paused the test after 13 days rather than keep spending the testing tool's monthly traffic on it.
What we would do next
Keep details first and make the form easier to return to.
Putting the form first did not help, which suggests most visitors wanted to read about the destination before asking for more. Later rounds kept the details first and tested ways to bring readers back to the form once they were ready.