Does bringing the button above the fold lift lead conversion?
Our tax relief lead form pushed its first button below the fold. We redesigned the page to bring the button above the fold and used the same clean design on every step. Conversion moved +3.3% over 23 days, which did not reach our confidence bar.
Not significant Responsive 23 days Not called
The hypothesis
By bringing the button above the fold and carrying the same clean design through the funnel, we will get more visitors to enter the form, resulting in more completed leads.
Visitors who never see the first button never start the form. On this page, the button sat below the fold on load.
A simpler layout could move it up, and using the same design on each step would make the funnel feel like 1 connected form.
What we changed
We moved the first button above the fold and matched the steps.
In the variation, we updated the page design so the first button showed above the fold without scrolling. We then applied the same cleaner design to every step of the funnel. The questions in the form stayed the same.
- First button moved above the fold
- Simpler page layout
- Same design applied to every step
The result
Conversion moved +3.3% over 23 days, short of our confidence bar.
Traffic to this funnel was low. Results dipped in the first week, then stayed flat for the rest of the run. After 23 days, conversion was +3.3% and revenue per visitor was +1.9%, neither close to our confidence bar. We paused the test and moved to the next round.
What we would do next
Moving the button up did not get more visitors into the form.
Seeing the button sooner did not change how many visitors started or finished the form on this page. The visitors who arrive here may already be ready to scroll. Next, we would test what the form asks for, such as the debt amount question, where later tests on this funnel focused.