Do 3 amount options on a lead form bring better leads?
Our lead form asked users to pick their amount from 2 bands. We added a third option for amounts over $20k so higher value leads could be routed better. Leads over $10k rose 136.3% over 22 days.
Won Responsive 22 days Called at 90%
The hypothesis
By adding an over $20k option to the amount question, we will route higher value leads to the right buyer, resulting in higher revenue per visitor.
The amount a user picks on this form decides which buyer receives the lead. With only 2 bands, a user with a much larger amount looked the same as a user just over the line.
While we were changing that step, we also rewrote its copy to better match the offer and what it does for the user.
What we changed
We split the amount question into 3 bands, adding over $20k.
The control asked users to choose between 2 amount bands. The variation offered 3: under $10k, $10k to $20k, and over $20k. We also rewrote the copy on that step to better match the offer and what it does for the user.
- Amount question split into 3 bands
- Added an over $20k option
- Step copy rewritten to match the offer
The result
Leads over $10k rose 136.3% with the third amount option.
Over 22 days, the variation lifted leads over $10k by 136.3% and revenue per visitor by 90.5%. Total leads were 2.5% lower, as some users moved out of the lower band, but the leads that came in were worth far more. Both the gain in leads over $10k and revenue per visitor cleared our confidence bar, and we implemented the 3 band version.
What we took from it
A higher band let high value users show who they are.
With only 2 bands, users with large amounts had no way to say so. Once they could pick over $20k, the form sent through more of the higher value leads that buyers pay most for.