Does a star rating lift tax relief lead form conversion?
We added a star rating and a single customer testimonial to our tax relief lead form to build confidence. Conversion fell 4.6% over 13 days with no meaningful movement, so we paused the test and moved on.
Not significant Responsive 13 days Not called
The hypothesis
By adding a star rating and a single customer testimonial, we will make visitors feel more confident, resulting in more of them completing the lead form.
Visitors share personal and financial details on this form, so trust matters. In earlier usability sessions on these funnels, visitors said they worried about spam calls and about who would contact them after they submitted.
What we changed
We added a star rating and 1 customer testimonial to the form.
The variation added a star rating with a short customer testimonial to the lead form. The questions, steps and buttons stayed the same as the control.
- Star rating added to the form
- 1 short customer testimonial added
The result
Conversion fell 4.6% over 13 days, with no meaningful movement.
After 13 days, the variation showed no meaningful movement against the control. Conversion sat 4.6% lower, and the gap did not reach our confidence bar. Since the rating was not moving results, we paused the test early and moved on to the next round.
What we would do next
A rating alone was not enough to change behavior on this form.
Visitors here did not respond to the rating in a way we could measure. A trust signal on this form may need to answer a specific worry, such as who will call and when, before it changes what visitors do.