Does explaining why each field is needed lift lead form conversion?
The lead form asked for personal details with no word on why. We added a short line under the fields explaining the reason. After 21 days conversion was 2.0% lower, with no clear signal.
Not significant Responsive 21 days Not called
The hypothesis
By adding supporting text under the input fields that explains why we need the information, we will ease visitors' worries, resulting in more completed lead forms.
Visitors were asked for personal details without being told why. For someone already stressed about a tax problem, an unexplained request can feel risky.
A short note on why each answer is needed can lower that worry and make visitors more willing to answer.
What we changed
We added short text under the fields explaining why we ask.
Var A placed a line of supporting text under the input fields. Each line told visitors why the information was needed. The questions, order and design of the form did not change.
- Short note added under the input fields
- Note explains why the information is needed
The result
Conversion was 2.0% lower after 21 days, short of our bar.
Conversion moved up and down during the run and showed as neutral after 2 weeks. We let it run a third week to see if a trend would form. It did not reach our confidence bar, and overall conversion ended 2.0% below the control. We paused the test and kept the original form.
What we would do next
Explaining the fields did not move visitors on this form.
Visitors who reached these fields seemed willing to answer with or without a reason. We would move the next test on this funnel earlier in the form, before visitors reach the detail questions.