Does a white background and larger slider lift lead form conversion?

Our lead form used a colored background and a smaller slider button. We tested a white background with a larger slider, alone and with a shorter disclaimer. Over 30 days, conversion fell 6.6% with the new design, short of our confidence bar.

Not significant Responsive 30 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By updating the form's colors to a familiar, universal pattern, we will increase visitor confidence, resulting in more completed forms.

What we changed

A white background and larger slider, with or without a shorter disclaimer

Var A switched the background to white, adjusted the margins and made the slider button larger. Var B kept those changes, cut the disclaimer from 5 lines to 3 and lowered its contrast, combined the second headline into the first, and added a trust badge.

VAR A: UPDATE DESIGN

White background
Adjusted margins
Larger slider button

VAR B: VAR A + REDUCE COPY

Var A design
Disclaimer cut from 5 lines to 3
Lower contrast disclaimer
Second headline combined into the first
Trust badge added

The result

Conversion fell 6.6% with the white background, not a clear result

CONVERSION RATE

-6.6%

LEAD VALUE PER VISITOR

-4.0%

VAR B CONVERSION

-8.8%

Over 30 days, the new design (Var A) converted 6.6% worse than the original and lead value per visitor fell 4.0%. Adding the shorter disclaimer (Var B) converted 8.8% worse, with lead value per visitor down 13.0%. Neither gap reached our confidence bar, and neither version moved in the right direction, so we paused the test.

What we would do next

Keep the original design and test the questions

A cleaner, more familiar look did not give visitors more confidence on this form. With both versions trending down after 30 days, we would keep the original design and test what the form asks instead.