Does setting quick and easy expectations lift lead form conversion?

Our lead form did not tell visitors what the process would take. We tested copy calling it quick and easy, and copy stressing 5 minutes and savings. Over 22 days, the quick and easy copy moved conversion 0.6%, short of our confidence bar.

Not significant Responsive 22 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By setting expectations for the process up front and pairing them with the benefit, we will lower the sense of commitment, resulting in more completed forms.

What we changed

Copy setting expectations: quick and easy, or 5 minutes

Var A told visitors the process was quick and easy, then reminded them of the relief they came for. Var B lowered the commitment with a 5-minute promise and stressed that visitors could save thousands.

VAR A: EASE + QUALIFY

Copy says the process is quick and easy
Copy restates the relief visitors came for

VAR B: TIME + SAVINGS

Copy says it takes 5 minutes
Copy stresses thousands in savings

The result

Quick and easy copy moved conversion 0.6%, short of our bar

CONVERSION RATE

+0.6%

LEAD VALUE PER VISITOR

+10.2%

LEADS OVER $10K

+12.4%

Over 22 days, the quick and easy copy (Var A) converted 0.6% better than the original and lifted lead value per visitor 10.2%. Leads over $10k rose 12.4%. None of these reached our confidence bar. The 5-minute copy (Var B) converted 8.9% worse, so we paused it partway through the test.

What we would do next

Carry the quick and easy copy into the next round

The quick and easy copy trended toward more high-value leads without hurting volume, but it never cleared our bar. We would keep it as the base for the next round rather than call it a win.