Does plain back taxes wording lift lead form conversion?
Plainer wording had won on another of our lead forms. We tested the same back taxes wording on this form's debt type step. Over 14 days, conversion fell 11.4%, short of our confidence bar.
Not significant Responsive 14 days Not called
The hypothesis
By using the more familiar back taxes wording from an earlier winner, we will make the form easier to understand, resulting in more completed forms.
What we changed
Back taxes wording used on the debt type step
The variation changed the copy on the debt type step to use back taxes wording, which had won on another form. The rest of the form stayed the same. We ran it to see if the wording worked across different traffic sources.
- Back taxes wording on the debt type step
The result
Conversion fell 11.4% with back taxes wording, not a clear result
Over 14 days, the back taxes wording converted 11.4% worse than the original, and lead value per visitor fell 10.9%. The numbers trended down for the whole test but did not reach our confidence bar, so we paused it.
What we would do next
Test wording form by form instead of rolling it out
Wording that won on the first form did not carry over to this one. Rather than roll it out to every form, we would test it one form at a time.
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