Does changing the form background color lift lead conversion?
Our tax relief lead form used a blue background with green borders. We tested removing that color, and a second version with a blue page, white header and blue borders. Conversion fell 2.1% over 12 days, so we paused it.
Lost Responsive 12 days Called at 90%
The hypothesis
By either removing visual distraction or increasing focus on the form, we will make the form easier to work through, resulting in a higher conversion rate.
The previous test on this funnel won by focusing visitors on the question and cutting supporting detail. This round built on it. We wanted to know whether less color around the form, or stronger color framing the form, would help visitors finish.
Testing both directions at once showed which way the page should move.
What we changed
We removed the background color, or reframed the form in blue.
In Var A, we removed the blue background and the green borders and adjusted the padding and margins. In Var B, we made the page background blue, the header white and the borders blue, and cleaned up the spacing. The form steps and copy stayed the same in both.
- Blue background removed
- Green borders removed
- Padding and margins adjusted
- Page background changed to blue
- Header changed to white
- Borders changed to blue
- Padding and margins cleaned up
The result
Conversion fell 2.1% over 12 days, so we paused the test.
Neither color treatment improved on the control. Revenue per visitor fell 2.0%, in line with conversion. The test was still under our usual 14 day window, but the trend was negative, so we paused it after 12 days rather than keep spending traffic on it.
What we took from it
Background color changes did not help after the last cleanup.
The previous round had already cut supporting detail from this page, so there was little distraction left to remove. Changing the color around the form, in either direction, did not make the steps easier to finish. Our next test on this funnel looked at removing the phone number and the header instead.