Does turning a disclaimer into a positive claim lift lead conversion?
The lead form carried a standard disclaimer. We rewrote it as a positive claim that explained the tax relief program, and tested removing the logo too. The positive claim lifted conversion 14.3% and revenue per visitor 13.2% over 21 days.
Won Responsive 21 days Called at 90%
The hypothesis
By rewriting the disclaimer as a positive claim that explains the program quickly, we will help visitors understand the offer, resulting in more completed forms.
The disclaimer sat on the page as fine print that most visitors skip. It held useful facts about the program, but in a form that read as a warning.
We expected the same facts, stated as a positive claim, to teach visitors about the program at a glance and give them a reason to keep going.
What we changed
We rewrote the disclaimer as a positive claim about the program.
Variation A rewrote the disclaimer as a positive statement about the tax relief program and made the text slightly larger, with more space between lines. Variation B made the same change and removed the logo. We paused Variation B after about a week to send more traffic to the control and Variation A.
- Disclaimer rewritten as a positive claim
- Slightly larger text and line height
- Same changes as Variation A
- Logo removed
- Paused early
The result
The positive claim lifted conversion 14.3% and revenue per visitor 13.2%.
Variation A, the positive claim, won after 21 days. Conversion rose 14.3% and revenue per visitor 13.2%.
Variation B, which also removed the logo, was paused early so the test could reach a call sooner. The result passed data validation and we implemented Variation A.
What we took from it
The same facts worked harder as a claim than as fine print.
Visitors skimmed past the disclaimer when it read like a warning. Rewritten as a positive claim, and set slightly larger, it told them what the program does before they answered the first question. That quick understanding gave more of them a reason to finish the form.