Does dropping the why question lift tax relief lead form conversion?
Our tax relief lead form asked visitors why they needed help. We removed that question, set the debt slider minimum to $5,000 and added approximately before the amount. Conversion rose 18.3% over 25 days, and we implemented the change.
Won Responsive 25 days Called at 90%
The hypothesis
By removing the why question and softening the debt amount step, we will make the form feel easier to answer, resulting in more completed lead forms.
Each question is a point where visitors can drop off. We wanted to see if this form could do without the question asking why the visitor needed help.
Softer wording such as approximately had helped on the debt question on other tax relief funnels, since visitors do not always know their exact amount.
What we changed
We removed the why question and softened the debt amount step.
Var A removed the question asking why the visitor needed help and set the debt slider minimum to $5,000. Var B made the same changes and added approximately in front of the debt amount, so visitors knew a close guess was fine.
- Why question removed
- Debt slider minimum set to $5,000
- Same changes as Var A
- Approximately added before the amount
The result
Conversion rose 18.3% over 25 days with Var B, and we implemented it.
Results looked strong early, so we let the test run past 14 days before making a call. The lead held through the holiday weeks. Var B, with the approximately wording, came out ahead. We rolled it out to all traffic and then implemented it on the live form.
What we took from it
Removing a question and softening the amount paid off here.
Visitors on this form moved through more easily with 1 less question to answer and a debt step that did not ask for an exact figure. Var B beat Var A, so the approximately wording added to the gain from removing the question on this form.