Does a lower debt slider cap or button choices lift lead conversion?

The first step used a debt slider that ran to $100k. We tested a $30k maximum and a 3 button version. Conversion fell 15.3%, and we paused the test after 9 days.

Lost Responsive 9 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By lowering the debt slider maximum, we will make the service feel more relatable, resulting in more visitors starting and finishing the form.

The first step asked visitors to set their tax debt on a slider that ran to $100k. Visitors who owe far less may feel the service is not meant for them.

A $30k maximum had tested well on sliders in other funnels, so we tested it here, along with a version that replaced the slider with 3 buttons.

What we changed

We lowered the slider maximum to $30k or swapped it for 3 buttons.

Var A kept the debt slider but lowered its maximum to $30k. Var B replaced the slider with 3 buttons and new copy on the step. The rest of the form stayed the same in both variations.

Var A: $30k slider maximum wireframe — VAR A: $30K SLIDER MAXIMUM

Debt slider maximum lowered to $30k

Var B: 3 buttons wireframe — VAR B: 3 BUTTONS

Debt slider replaced with 3 buttons
New copy on the step

The result

Lead form conversion fell 15.3%, so we paused the test.

CONVERSION RATE

-15.3%

REVENUE PER VISITOR

-14.2%

After 9 days, conversion was down 15.3% and revenue per visitor was down 14.2%. We paused the test early rather than keep losing leads, so the short run was a choice to limit the cost of the drop.

What we took from it

On this funnel, the full $100k range did not put visitors off.

We expected a smaller range to feel more relatable. Instead, conversion and revenue per visitor both fell. Visitors with larger debts may no longer have seen their amount on the scale, which could make the service look like a poor fit. We kept the original slider.