Does an employment question on a lead form cost completions?
Our lead form did not ask about employment. We added an employment question to the form. Conversion rose 3.5% over 16 days, but the result did not reach our confidence bar.
Not significant Responsive 16 days Not called
The hypothesis
By adding an employment question to the lead form, we will collect more detail on each lead without losing completions, resulting in more useful leads at the same conversion rate.
We were adding the same employment question to several of our lead forms to see how it played on each form. This form had not asked about employment before.
Before launch, the form was updated to pass the answer along with each lead, so the extra detail would reach the buyer.
What we changed
We added an employment question to the lead form.
The control form had no question about employment. The variation added 1 question asking about the user's employment. The rest of the form stayed the same.
- Added a question about employment
- All other questions unchanged
The result
Conversion rose 3.5% with the employment question, short of our bar.
Over 16 days, the form with the employment question converted 3.5% better than the control, and revenue per visitor rose 3.4%. The gap did not reach our confidence bar, so we cannot call a winner.
There was no sign that the extra question cost completions. Users answered it and kept going.
What we would do next
The extra question did not slow users down on this form.
The question did not hurt completions and it adds detail to every lead, so we would keep it in the form. Next we would test where it sits in the steps, earlier or later, to see if placement moves the number.