Does a clearer information hierarchy lift lead form conversion?

We wanted visitors to move through each step of our lead form faster. We tested a clearer information hierarchy on every step. Over 15 days, conversion fell 4.5%, short of our confidence bar.

Not significant Responsive 15 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By improving the information hierarchy of each step, we will help visitors move through the form faster, resulting in a higher completion rate.

What we changed

Every step aligned, with a green headline and content moved up

Once visitors were in the funnel, the variation aligned the content on each step, colored the headline green, and moved everything up the screen so the question and answers appeared sooner.

VAR A: STEP UPDATE

Content aligned on every step
Headline colored green
Content moved up the screen

The result

Conversion fell 4.5% with the updated steps, not a clear result

CONVERSION RATE

-4.5%

LEAD VALUE PER VISITOR

-5.2%

Over 15 days, the updated steps converted 4.5% worse than the original, and lead value per visitor fell 5.2%. The gap did not reach our confidence bar, and the numbers never moved in a positive direction, so we paused the test.

What we would do next

Keep the original steps and test what each step asks

Tidying the layout did not help visitors finish faster. With no positive movement after 15 days, we would keep the original steps and focus next on the questions themselves.