Does clearer copy on a carrier sign-up form lift sign-ups?
Our sign-up form for truck carriers opened with a generic heading. We tested a direct headline, a line explaining why we ask for details and a Continue button. Sign-ups measured +0.4% over 15 days, a flat result, and we implemented the copy.
Not significant Responsive 15 days Not called
The hypothesis
By telling carriers why we ask for their details and what to do next, we will give them more confidence before they enter personal information, resulting in more completed sign-ups.
Carriers apply on this form by giving their contact and business details. We expected some to hesitate before sharing that information with a company they did not know yet.
This was 1 of the first 3 tests we ran, so it also set a baseline conversion rate for the carrier form.
What we changed
We rewrote the headline, subheading and button on the carrier form.
The control kept the original heading and button. The variation used a short action headline telling carriers to start driving, added the line "Please provide some details so we can contact you." under it, and changed the button text to "Continue". The form fields stayed the same.
- Short action headline for carriers
- Added a line asking for contact details
- Button text changed to Continue
The result
Carrier sign-ups measured +0.4% over 15 days, a flat result.
The 2 versions tracked closely for the whole test, with little movement either way. We paused it after 15 days to make room for the next carrier form test, which added a qualifying question. The new copy showed no harm, and we implemented it.
What we would do next
Headline copy alone did not move carrier sign-ups.
The same copy change lifted leads on the freight customer form but did nothing here. Carriers who reach this form may already know what they are signing up for, so clearer wording changed little. The next rounds on this form looked at who gets approved and what happens after sign-up instead.