Does it pay to reduce form distractions on an offer page?
Our offer form sat under a loud warning, a confusing captcha tab and several side widgets. We calmed the warning and removed the clutter. Submissions rose 67.8% over 19 days but did not reach our confidence bar.
Not significant Responsive 19 days Not called
The hypothesis
By toning down the warning and removing distractions around the form, we will help visitors focus while keeping their trust, resulting in more form submissions.
The offer page asked visitors to fill in a form to claim the product. Around it sat a warning written in an alarming tone, a captcha tab that looked like part of the form, a rewards widget, certification labels and a large lifestyle photo with the model looking away from the form.
Each of these pulled attention from the form. We tested calming or removing them all at once.
What we changed
We calmed the warning and removed distractions around the form.
Var A rewrote the warning in a calmer tone and pinned it to the edge of the browser instead of the page. It removed the confusing captcha tab, the rewards widget and the lifestyle photo, and moved the certification labels lower. The form fields stayed the same.
- Warning rewritten in a calmer tone
- Warning pinned to the browser edge
- Captcha tab confusion removed
- Rewards widget and lifestyle photo removed
- Certification labels moved lower
The result
Submissions rose 67.8% in 19 days but were not significant.
Var A lifted the submission rate 67.8% over the control, but the lift did not reach our confidence bar. We paused the test and moved on to a 2nd round of changes on the same page.
What we would do next
The direction looked good, but it needs a cleaner read.
Because we changed 6 things at once, we cannot say which change drove the lift. We would rerun the calmer warning and the captcha fix on their own, since those sat closest to the form.