Does a simpler form layout lift lead form conversion?

Our lead form had heavy borders, a duplicate logo and phone number, and styling that changed between steps. We tested a simpler layout focused on the form. Over 17 days, conversion moved 0.1%, short of our confidence bar.

Not significant Responsive 17 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By reducing distraction and mental effort throughout the funnel, we will move more visitors through the form, resulting in a higher conversion rate.

What we changed

A simpler layout that removes borders and repeated elements

We applied what we learned from a redesign of another form. The variation simplified the layout to focus on the form, removed the borders and rounded corners, removed the duplicate logo and phone number, and made copy and styling consistent between steps.

VAR A: EASE OF USE

Layout simplified to focus on the form
Borders and rounded corners removed
Duplicate logo and phone number removed
Copy and styling matched across steps

The result

Conversion moved 0.1% with the simpler layout, not a clear result

CONVERSION RATE

+0.1%

LEAD VALUE PER VISITOR

-1.1%

Over 17 days, the simpler layout converted 0.1% better than the original, and lead value per visitor was 1.1% lower. Neither gap reached our confidence bar, and clicks through the funnel stayed flat.

What we would do next

Test the debt amount question rather than the layout

Cleaning up the layout did no harm, but it did not move more visitors through the form. The next round focused on the debt amount question, where visitors were being asked for their amount in several different ways across our forms.