Does a social proof badge on the last form step lift leads?

The last step of our lead form carried a disclaimer and bold terms text. We tested quieter terms without the disclaimer, and a badge showing how much debt the service had resolved. Over 20 days, the badge lifted conversion 12.9%.

Won Responsive 20 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By reducing distraction and adding reassurance on the last step of the form, we will ease visitors' worries before they submit, resulting in more leads.

The last step asks for contact details, which is where visitors are most likely to hesitate. On this form, a disclaimer and bold terms text sat near the button and drew the eye.

The step also gave visitors no proof of results at the moment they were asked to commit.

What we changed

Quieter terms with no disclaimer, or a debt-resolved badge

Var A removed the disclaimer and made the terms text smaller, lighter and not bold. Var B kept the original text and added a badge showing the total amount of debt the service had resolved, since resolving debt is what visitors came for.

VAR A: FOCUS

Disclaimer removed
Terms text smaller, lighter and not bold

VAR B: SOCIAL PROOF

Badge showing total debt resolved

The result

A debt-resolved badge lifted conversion 12.9%

CONVERSION RATE

+12.9%

LEAD VALUE PER VISITOR

+19.9%

VAR A CONVERSION

+6.8%

Over 20 days, the badge (Var B) converted 12.9% better than the original and lifted lead value per visitor 19.9%. Its lift held steady through the test. Quieter terms (Var A) lifted conversion 6.8%, but that gain did not reach our confidence bar. We implemented Var B.

What we took from it

Proof of results helped most at the moment of commitment

Visitors on the last step were deciding whether to hand over their contact details. A badge showing how much debt had already been resolved spoke directly to the reason they came. Quieting the fine print helped a little, but proof of results did more.