Does a simplified form layout lift lead form conversion?
Our tax relief lead form had boxed sections, a repeated logo and phone number, and styling that changed from step to step. We simplified the layout to focus on the form. Conversion moved +13.0% over 16 days, which did not reach our confidence bar.
Not significant Responsive 16 days Not called
The hypothesis
By cutting distraction and making each step look the same, we will lower the effort it takes to finish the form, resulting in higher conversion through the funnel.
A redesign on a sister funnel had raised conversion by cutting clutter and making the steps consistent. This funnel had the same issues: borders and rounded boxes around each section, a logo and phone number shown twice, and copy and styles that changed between steps.
We applied the same principles here to see if the result would carry over.
What we changed
We simplified the layout and made every step look the same.
In the variation, we removed the borders and rounded boxes, removed the duplicate logo and phone number, and updated the copy and styling so every step matched. The questions and the order of the steps did not change.
- Borders and rounded boxes removed
- Duplicate logo and phone number removed
- Copy and styling matched across steps
The result
Conversion moved +13.0% over 16 days, short of our confidence bar.
The variation ran on all traffic for 16 days. Early results looked strong, but they did not hold, and the variation never showed a steady lead over the control. The +13.0% did not reach our confidence bar, so we paused the test and moved on to the next round on this funnel.
What we would do next
Clutter was not the main thing holding this form back.
The cleanup that worked on a sister funnel did not show a clear effect here. This form may have had less clutter to begin with, or its visitors may respond to other cues. Our next test on this funnel added social proof to the form instead.