Does removing the location step from a lead form lift conversion?
Our tax relief lead form asked for the visitor's state on its own step. We removed that step, and a 2nd version also made the debt slider move in $5k steps. Conversion fell 25.7% in 8 days, so we paused early.
Lost Responsive 8 days Called at 90%
The hypothesis
By removing the state step and widening the debt slider steps, we will cut effort in the form, resulting in more completed leads with over $10k in tax debt.
Both changes had won on other funnels. Removing a step shortens the path to the end of the form, and a slider that moves in $5k steps makes it quicker to land on a debt amount.
We wanted to see if those wins held on this funnel, with a focus on leads with over $10k in tax debt.
What we changed
We removed the state step and set the debt slider to $5k steps.
In the control, visitors chose their state on its own step. Var A removed that step. Var B removed the step too and changed the debt slider so each move jumped $5k. Everything else in the form stayed the same.
- State question step removed
- Other steps unchanged
- State question step removed
- Debt slider moves in $5k steps
The result
Conversion fell 25.7%, and we paused the test after 8 days.
Data was still thin after 8 days, but both variations trailed the control on every measure we track, including leads with over $10k in debt. A loss this large is costly in a lead funnel, so we paused early rather than wait for more data.