Does an animated debt slider lift lead form conversion?
The form starts with a debt amount slider. We animated it to draw the eye, and tested social proof as a second variation. After 21 days conversion was 2.7% lower, with no clear signal either way.
Not significant Responsive 21 days Not called
The hypothesis
By animating the debt slider, we will draw attention to the first step of the form, resulting in more visitors starting and completing it.
The funnel opens with a slider for the visitor's debt amount. If visitors do not notice it as the place to start, they may leave before answering.
A short animation on the slider was meant to pull the eye to the start of the form. We added a social proof variation in the same round to compare 2 ways of building early momentum.
What we changed
We animated the debt slider, and tested social proof separately.
Var A added a short animation to the debt slider on the first step to catch the eye. Var B left the slider alone and added social proof to the form. The questions and steps did not change.
- Animation added to the debt slider
- Social proof added to the form
The result
Conversion was 2.7% lower after 21 days, short of our bar.
The test ran for 21 days. Results swung from week to week and improved toward the end, but never moved enough to call. Overall conversion was 2.7% lower and revenue per visitor 2.4% lower. We paused the test and kept the original slider.
What we would do next
Change what the first step asks, not how it moves.
A small animation did not change how many visitors started the form, and social proof did not either. We would focus the next round on what the first step asks for rather than adding motion or extra content around it.