Does stating the service benefits lift lead form conversion?
The lead form asked for details without saying what visitors would get. We added a short 'We can help' block on how the service helps. Lead form conversion rose 29.2% over 23 days.
Won Responsive 23 days Called at 90%
The hypothesis
By stating the benefits of the service before the form, we will give visitors a reason to start, resulting in more completed lead forms.
Visitors arrive worried about a tax problem and unsure whether help is worth the effort. The form focused on what we needed from them, not on what they would get back.
We expected that a short statement of how the service helps would make the free consultation feel worth it, so more visitors would engage with the form and finish it.
What we changed
We added a 'We can help' block stating the service benefits.
Var A added a short section headed 'We can help' that stated the benefits of the service, so visitors saw what they would get before giving their details. The form questions did not change.
- 'We can help' benefits block added
- Form questions unchanged
The result
Lead form conversion rose 29.2% with the benefits block.
Var A beat the control by 29.2% on lead form conversion over 23 days, and revenue per visitor rose 29.0%. The 2 figures moved together, so the extra leads kept their value. The test cleared our confidence bar and we implemented the benefits block on the funnel.
What we took from it
Visitors needed a reason to start before the first question.
Nothing about the form got easier. The only change was a few lines telling visitors what they would get. That was enough to lift completions by nearly a third on this funnel, which tells us the form had been asking for effort before it had earned it.