Does softer wording with a lower debt slider cap lift lead conversion?
Our tax relief lead form asked for the debt amount on a slider. We tested softer wording with a $30,000 slider maximum, and separately a note that the form takes 5 questions. Conversion fell 11.8% over 17 days, short of our confidence bar.
Not significant Responsive 17 days Not called
The hypothesis
By softening the debt amount wording and capping the slider at $30,000, we will make the first step feel easier, resulting in more visitors starting and finishing the form.
A lower slider maximum was showing a lift on another tax relief funnel at the time, and softer wording such as approximately had helped on the debt question before. A high maximum can feel out of reach for visitors with smaller debts.
We also tested telling visitors the form takes only 5 questions, to set expectations and make starting feel like a small commitment.
What we changed
We tested softer debt wording with a $30,000 cap, and a 5 question note.
The control asked for the debt amount on a slider. Var A added approximately in front of the amount and lowered the slider maximum to $30,000. Var B kept the original slider and added copy saying the form takes 5 questions. Each variation tested 1 idea so we could see which idea moved visitors.
- Approximately added before the debt amount
- Slider maximum lowered to $30,000
- Copy says the form takes 5 questions
- Slider left unchanged
The result
Conversion fell 11.8% over 17 days, short of our confidence bar.
The variations trailed the control in the first week. We let the test keep running to see if the gap would level out. After 17 days the result still did not reach our confidence bar, so we call it not significant and paused the test.
What we would do next
We combined both ideas into 1 variation for the next round.
Neither idea won alone. In the next round we put the 5 question copy, the approximately wording and the $30,000 cap together in a single variation, to see whether the changes work better as a set than separately.