Does removing distractions around a lead form lift conversion?
Our tax relief lead form sat on a page with extra content around and below it. We removed the distractions, put the debt amount slider front and center, and cleared the space below the fold once visitors started. Conversion rose 17.8% over 14 days.
Won Responsive 14 days Called at 90%
The hypothesis
By removing distractions and keeping visitors focused on the debt amount slider, we will help more of them start and finish the form, resulting in more leads.
The same focused layout had already won on other pages in this program. A first round on this page's older version came out flat, and that page was replaced by a new one built around a debt amount slider.
We ran the focused layout again on the new page. The test restarted once after a data labeling issue, so the results cover the clean run only.
What we changed
We removed distractions and centered the form on its slider.
The control showed the lead form with the usual page content around and below it. Var A removed the extra elements around the form, so the debt amount slider was the clear first step. Once a visitor started the form, everything below the fold was removed, so the next question was the only thing on screen.
- Removed distractions around the form
- Made the debt slider the clear first step
- Cleared the space below the fold once started
The result
The focused form lifted conversion 17.8% over 14 days.
Var A lifted conversion 17.8% and revenue per visitor 17.9% over 14 days, so the extra leads were worth as much as the rest. The results looked strong after the first week, and we let the test finish its second week before calling it. We implemented Var A.
The same cleanup had come out flat on the older version of this page, which had no slider. On the new page, it worked.
What we took from it
On this page, less around the form meant more leads.
The new page already opened with an easy first step, the debt amount slider. Removing everything else let that step do its job, and clearing the space below the fold kept visitors moving through the questions instead of scrolling away. On the older page, without the slider, the same cleanup did not move the number.