Does extra content on a lead form page lift sign-ups?
We tested adding a section to our freight sign-up form page that explained why to use the service. Leads measured -1.3% over 9 days with no lift week over week, so we paused it and moved on.
Not significant Responsive 9 days Not called
The hypothesis
By explaining what the service does and why to use it on the sign-up page, we will give visitors more reason to finish the form, resulting in more lead form submissions.
The headline and form copy on this page had already been updated in earlier rounds. This round looked at whether the page itself made the case for the service, with added content explaining what it is and why to use it.
What we changed
We added content explaining why to use the service to the form page.
The variation kept the top banner the same as the control and added a section of content explaining what the service offers and why to use it. Both versions used the updated form copy from earlier rounds.
- Top banner kept the same
- Section explaining why to use the service
The result
Leads measured -1.3% over 9 days, with no lift week over week.
The variation showed no positive movement from 1 week to the next, so we paused it after 9 days rather than spend more of the page's limited traffic on it. The -1.3% gap was too small to call a loss, and the added content did not earn a place on the page.
What we would do next
Focus the page on the form instead of adding content.
Visitors who reach this form have likely already decided to ask about the service, so more reasons to use it changed little. The next round on this form tested the opposite idea: removing distractions and the top navigation to keep attention on the fields.