Does adding a $20k debt option improve lead quality?

Our lead form asked whether visitors owed under or over $10k. We tested adding an over $20k option, with old or new question copy. Over 12 days, leads over $10k rose 33.3% with the new copy, while conversion moved 2.0%.

Won Responsive 12 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By adding a $20k option to the debt amount question, we will let visitors with larger debts identify themselves, resulting in better lead quality.

What we changed

An over $20k option added to the debt amount question

Both versions added a third debt amount option for visitors who owe over $20k. Var A kept the original question copy. Var B paired the new option with updated copy.

VAR A: 20K + OLD COPY

Over $20k option added
Original question copy kept

VAR B: 20K + NEW COPY

Over $20k option added
Question copy updated

The result

Leads over $10k rose 33.3% with the $20k option and new copy

CONVERSION RATE

+2.0%

LEADS OVER $10K

+33.3%

LEAD VALUE PER VISITOR

+26.9%

Over 12 days, Var B converted 2.0% better than the original, a gap that did not reach our confidence bar. Its leads over $10k rose 33.3% and lead value per visitor rose 26.9%, and those gains cleared our bar. Var A, with the old copy, converted 18.9% worse. We called the test on lead quality once it cleared our bar, after 12 days, and implemented Var B.

What we took from it

A higher amount option drew out higher-value visitors

With only 2 choices, visitors with large debts had no way to say so. An over $20k option gave them one, which lifted the share of high-value leads. The copy mattered too: with the old wording, the same option cut conversion.