Does removing a promotional claim from later form steps lift leads?
Our tax relief lead form showed a claim about the tax agency writing off large sums on every step. We removed it from step 2 onward so visitors could focus on each question. Conversion rose 4.6% over 14 days, short of our confidence bar.
Not significant Responsive 14 days Not called
The hypothesis
By removing the promotional claim from step 2 onward, we will help visitors focus on each question, resulting in faster answers and more completed lead forms.
The claim helps draw visitors into the form on the first step. After that, it stays on screen while visitors answer each question and competes with the question for attention.
What we changed
We removed the promotional claim from step 2 of the form onward.
On the control, a claim that the tax agency writes off large sums each year appeared on every step of the form. The variation kept it on step 1 and removed it from step 2 onward. The questions, answers and buttons did not change.
- Promotional claim kept on step 1
- Claim removed from step 2 onward
The result
Conversion rose 4.6% over 14 days, short of our confidence bar.
The variation was ahead of the control, with conversion up 4.6% and revenue per visitor up 3.9%, but the lift did not reach our confidence bar. We paused the test after a full 14 days of data, when our testing tool neared its monthly limit.
What we would do next
We would carry the cleaner steps into the next test on this form.
Removing the claim did no harm and leaned positive. Instead of running it longer, we planned to build the change into the next test on this form, where it could add to a bigger lift.