Does moving marketing copy out of lead form cards lift conversion?
Our tax relief lead form had marketing copy inside the question cards. We moved it out and named the IRS relief program, and a 2nd version added an explainer. Conversion fell 19.7% in 9 days, so we paused.
Lost Responsive 9 days Called at 90%
The hypothesis
By moving marketing copy out of the question cards and naming the IRS relief program, we will keep visitors on the task, resulting in more completed forms.
The question cards mixed marketing copy with the question itself, which can slow visitors down. Naming the IRS relief program tells visitors there is a real path to relief.
Var B added a short educational section to explain the program for visitors who had not heard of it.
What we changed
We moved marketing copy out of the cards and named the IRS program.
In the control, marketing copy sat inside each question card. Var A moved that copy out of the cards, so they held only the task, and updated the copy to name the IRS relief program. Var B did the same and added an educational section about the program.
- Marketing copy moved out of the cards
- Copy names the IRS relief program
- Marketing copy moved out of the cards
- Copy names the IRS relief program
- Educational section about the program
The result
Conversion fell 19.7%, and we paused the test after 9 days.
Traffic was low, but both variations trailed the control on every measure after 9 days, with conversion down 19.7%. We paused rather than keep sending visitors to a losing version.
What we took from it
New copy around the form pulled attention away from it.
Both variations put more weight on the area around the form and less on the debt slider itself. That extra copy likely became a distraction from the 1 task we needed visitors to finish.