Where should social proof go on a lead form: modal or below?

Our lead form did not show social proof. We tested a social proof message that had won on another form, shown in a pop-up modal or below the form. Over 21 days, the version below the form lifted conversion 13.5%.

Won Responsive 21 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By showing social proof that won on another form, we will build visitor confidence, resulting in more completed forms.

What we changed

Social proof shown in a pop-up modal, or below the form

Both versions used a social proof message from an earlier winning test on another form. Var A showed it in a pop-up modal over the form. Var B placed it below the form, where visitors could see it without stopping.

VAR A: POP UP

Social proof shown in a pop-up modal

VAR B: BOTTOM

Social proof placed below the form
Message from an earlier winning test

The result

Social proof below the form lifted conversion 13.5%

CONVERSION RATE

+13.5%

LEAD VALUE PER VISITOR

+21.5%

VAR A CONVERSION

+3.0%

Over 21 days, the message below the form (Var B) converted 13.5% better than the original and lifted lead value per visitor 21.5%, clearing our confidence bar. The pop-up modal (Var A) finished flat, with conversion up 3.0%. We validated Var B and then implemented it.

What we took from it

Social proof worked best where it did not interrupt

A pop-up asks visitors to stop and close it before they can go on. The same message below the form gave them reassurance without getting in the way, and only that version moved results.