Does a lead form testimonial on every step lift conversion?
Our tax relief lead form showed no words from past customers. We added a customer testimonial with star ratings below the form on every step. Conversion rose 7.4% over 28 days, short of our confidence bar.
Not significant Responsive 28 days Not called Reviewed
The hypothesis
By adding a customer testimonial below the form on every step, we will help visitors feel more confident, resulting in more completed lead forms.
Visitors share details about their tax debt in this form. Seeing a past customer's words at each step should reassure them that others have done this and been helped.
What we changed
We added a testimonial with star ratings below the form on every step.
The variation placed a new testimonial block below the main form. It showed star ratings with a short customer quote, and it appeared on every step of the funnel, not only the first.
- Testimonial block added below the form
- Star ratings shown with the quote
- Shown on every step of the funnel
The result
Conversion rose 7.4% over 28 days, short of our confidence bar.
Results swung from day to day, so we ran the full 14 days before reviewing. The numbers looked strong, but after 23 days the result was still not moving toward significance. We stopped at 28 days with a 7.4% lift that did not reach our confidence bar. Lead revenue in the results was adjusted for leads that failed a lead validation check.
What we would do next
Build on the testimonial to push it past our confidence bar.
The testimonial trended up but never reached our bar. Our next round kept the testimonial and changed how the star ratings were shown, to see whether a stronger version could move the result.