Does moving copy above the form lift lead form completions?
Our tax relief lead form had marketing copy inside the form cards. We moved it above the form, and a 2nd version also shortened it. Conversion was 13.8% lower after 8 days, short of our confidence bar, so we paused.
Not significant Responsive 8 days Not called
The hypothesis
By moving copy that is not part of the form above it, we will make each step quicker to read, resulting in a higher form completion rate.
The form cards held copy that did not relate to the question on screen. Visitors had to read past it to find what we were asking.
Moving that copy out of the cards and above the form leaves each card with only the question and its answers.
What we changed
We moved non form copy out of the form cards and above the form.
In the control, marketing copy sat inside the form cards next to each question. Var A moved that copy above the form, so the cards held only the question and answers. Var B did the same and also rewrote the copy to be shorter and faster to read.
- Marketing copy moved above the form
- Form cards hold only the question
- Marketing copy moved above the form
- Copy rewritten shorter and simpler
The result
Conversion was 13.8% lower after 8 days, short of our confidence bar.
After 8 days the variations had not moved conversion in a clear direction, and the 13.8% gap did not reach our confidence bar. We paused the test rather than spend more traffic on it and kept the original layout.