Does removing the background image lift lead form conversion?

Our lead form sat on an extra-large background image. We tested a plain background with a 4-range debt selector. Over 36 days, conversion rose 41.2% and lead value per visitor rose 92.6%.

Won Responsive 36 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By removing the extra-large background image and using our best debt selector, we will reduce mental effort, resulting in more completed forms.

What we changed

Background image removed and debt selector set to 4 ranges

The variation removed the extra-large background image behind the form. It also brought in a debt selector from earlier tests, with 4 ranges: under $10k, $10k to $20k, $20k to $50k, and over $50k.

VAR A: FOCUS

Extra-large background image removed
Debt selector set to 4 ranges

The result

A plain background and 4-range selector lifted conversion 41.2%

CONVERSION RATE

+41.2%

LEAD VALUE PER VISITOR

+92.6%

LEADS OVER $10K

+107.6%

Over 36 days, the focused version converted 41.2% better than the original and lifted lead value per visitor 92.6%. Leads over $10k rose 107.6%. The lift cleared our confidence bar and held week over week, so we implemented it.

What we took from it

A plain page let visitors focus on the form

The background image filled the screen and competed with the form. Removing it, along with a clearer set of debt ranges, left visitors 1 obvious thing to do, and the clearer ranges came with a large rise in high-value leads.