Does a seal plus fewer distractions lift lead form conversion?
An earlier test added a seal to this landing page and showed a lift too small to call. We added the seal to the first page of the form and removed everything below the form once visitors started. Conversion rose 11.6% over 23 days.
Won Responsive 23 days Called at 90%
The hypothesis
By adding the seal to the first page and removing content below the form once visitors start, we will raise confidence and make the form easier to use, resulting in more leads.
The previous round on this landing page tested a seal on the page. It showed a lift, but too small to call either way, so we rolled the seal into the next test.
Once visitors were in the form, the content below it gave them reasons to stop and read instead of answering the next question.
What we changed
We added a seal and removed the content below the form.
The variation placed the seal from the earlier test on the first page of the lead form. Once a visitor entered the form, it also removed all content below the form, so only the questions remained. Both changes ran together in 1 variation.
- Seal added to the first page of the form
- Content below the form removed in the funnel
The result
Conversion rose 11.6% and revenue per visitor 11.0% over 23 days.
We ran the test past 14 days to see whether the lift would hold. It did. Conversion rose 11.6% and revenue per visitor 11.0%.
The result passed data validation and we implemented the variation. The 2 changes were bundled, so we cannot say how much of the lift came from the seal and how much from removing the content below the form.
What we took from it
Trust up front and a clear path through the form worked together.
The seal gave visitors a reason to trust the page before they shared anything about their tax problem. Removing the content below the form kept them on the next question. On its own the seal had shown only a small lift on this page. Paired with a cleaner form, the gain was large enough to implement.