Does adding an employment question lift lead form conversion?

Our lead form did not ask visitors about their employment. We tested adding an employment question as a new third step. Over 18 days, conversion rose 22.7% and lead value per visitor rose 26.3%.

Won Responsive 18 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By adding an employment question to the funnel, we will learn more about each lead without hurting completion, resulting in higher lead value.

What we changed

An employment question added as a new third step

The variation added a page 3 asking about the visitor's employment, and updated the progress bar to show the extra step. The answer was passed along with the rest of the lead.

VAR A: EMPLOYMENT

Employment question added as step 3
Progress bar updated for the new step

The result

An employment question lifted conversion 22.7%

CONVERSION RATE

+22.7%

LEAD VALUE PER VISITOR

+26.3%

Over 18 days, the version with the employment question converted 22.7% better than the original and lifted lead value per visitor 26.3%. Traffic was split unevenly between the 2 versions, but the lift cleared our confidence bar. We paused the control, checked close rates on the new leads, and implemented the change.

What we took from it

An added question did not slow visitors down on this form

We expected an extra step to cost some completions. Instead, more visitors finished the form and lead value rose, and every lead now came with employment details.