Do fewer answer options and a progress bar lift lead forms?
A question in the lead form offered more than 5 answer options. We cut it to 5, with and without an updated progress bar. After 14 days conversion was 4.9% lower, with no clear signal.
Not significant Responsive 14 days Not called
The hypothesis
By cutting the answer options to 5, we will make the question quicker to answer, resulting in more visitors completing the form.
Earlier rounds on other funnels found that a clearer progress bar lifted completions.
We wanted to see if that result, along with a shorter list of answer options, would carry over to this funnel. A shorter list means less reading and an easier choice on that step.
What we changed
We cut a question's answer options to 5 and updated the progress bar.
Var A cut the answer options on the question to 5. Var B used the same 5 options and also added the updated progress bar from earlier tests. Everything else on the form stayed the same.
- Answer options cut to 5
- Answer options cut to 5
- Updated progress bar added
The result
Conversion was 4.9% lower after 14 days, short of our bar.
Traffic to this funnel ran lower than expected, and the test needed more data to show a clear result. After 14 days conversion was 4.9% below the control, which did not reach our confidence bar. We paused it to move on to the next test on the funnel.
What we would do next
Retest the shorter list alone with enough traffic to read it.
Neither change showed the lift seen elsewhere, but low traffic made the result hard to read. We would retest the shorter option list on its own, apart from the progress bar, so any effect can be traced to 1 change.