Does you qualify wording mid funnel lift lead form conversion?

Midway through our lead form, the copy did not tell visitors where they stood. We tested you qualify wording that had helped on another form. Over 9 days, conversion fell 7.7%, short of our confidence bar.

Not significant Responsive 9 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By updating the mid funnel copy to tell visitors they qualify for a free expert call, we will motivate them to finish, resulting in more completed forms.

What we changed

Mid funnel copy changed to tell visitors they qualify

The variation changed the copy partway through the form to say that the visitor qualifies to speak with an expert for free. This wording came from an earlier winning test on another form.

VAR A: MID FUNNEL COPY

Copy says the visitor qualifies
Offers a free call with an expert

The result

Conversion fell 7.7% with the you qualify wording, not a clear result

CONVERSION RATE

-7.7%

LEAD VALUE PER VISITOR

-3.5%

Over 9 days, the you qualify wording converted 7.7% worse than the original, and lead value per visitor fell 3.5%. The gap did not reach our confidence bar, but every measure was trending down, so we paused the test after 9 days.

What we would do next

Keep the original mid funnel copy on this form

Wording that had helped on another form did not carry over here. With every measure trending down, we would keep the original copy and test a different step next.