Does a security message on a lead form earn more sign-ups?
We had new headline copy ready for our sign-up form for freight customers. We tested it with a message that visitors' information is secure. Leads measured +5.1% over 21 days, short of our confidence bar, and the copy-only version did better.
Not significant Responsive 21 days Not called
The hypothesis
By telling visitors their information is secure, we will build trust at the moment they fill in the form, resulting in more lead form submissions.
The previous round rewrote the headline, subheading and button on this form, and the new copy was leading. Before calling it, we wanted to know whether a security message would add to that lift.
Visitors on this form are asked for company and contact details, and a short note that the information is safe can ease that step.
What we changed
We added a security message to the new lead form copy.
The variation used the headline, subheading and Continue button from the previous round and added a security icon with a short line telling visitors their information is secure. The control was the original form.
- Headline, subheading and button from round 1
- Security icon added near the form
- Line saying the information is secure
The result
Leads measured +5.1% over 21 days, short of our confidence bar.
Results stayed close to flat for most of the test, and traffic to the page was low. The copy-only version from the round before had shown a larger lift in leads, while adding the security message did not improve on it. We paused this test and implemented the copy-only version.
What we would do next
Keep the copy-only version and skip the security message.
Visitors on this form were asked for business contact details, not payment data, so a security note may not have answered a real worry. The clearer headline and the line explaining why we ask for details did more work on their own, so we kept the simpler form.