Does a get help now button lift tax relief lead form starts?
We changed the main button on our tax relief lead form to read Get help now, to add a sense of urgency. Conversion was 8.4% lower over 20 days, but the gap showed little movement and did not reach our confidence bar, so we paused the test.
Not significant Responsive 20 days Not called
The hypothesis
By changing the main button to read Get help now, we will add a sense of urgency, resulting in more visitors moving into the form and completing it.
The main button is the first commitment a visitor makes on this form. Wording that promises help right away was meant to give visitors a reason to start now instead of later.
What we changed
We changed the main button wording to Get help now.
Only the main call to action button changed. The variation replaced its wording with Get help now. The form questions, layout and the rest of the page stayed the same as the control.
- Main button wording changed to Get help now
The result
Conversion was 8.4% lower over 20 days, short of our confidence bar.
The variation showed little movement week over week. After 20 days, conversion sat 8.4% below the control and revenue per visitor sat 4.1% below, but neither gap reached our confidence bar. We paused the test and kept the original button.
What we would do next
Urgent button wording alone did not move this form.
Changing the button wording was not enough to change what visitors did in a way we could measure. A next test on this form would need a bigger change than a few words on the button to read clearly.