Does a trust badge or a focused layout lift a lead form?
Our lead form had no trust badge, and page content stayed below the form at every step. We tested a badge, and the badge plus a focused form. Conversion fell 8.5% over 21 days, so we paused the test.
Lost Responsive 21 days Called at 90%
The hypothesis
By adding a trust badge to the lead form, and removing everything below it once users start, we will build trust and focus, resulting in more completed leads.
What we changed
We added a trust badge, then also cleared everything below the form.
Var A added a trust badge to the lead form. Var B added the same badge and, once users were in the form, removed everything below it so only the form and its questions stayed on screen.
- Added a trust badge to the form
- Added the same trust badge
- Removed everything below the form
- Applied once users entered the form
The result
Lead form conversion fell 8.5%, so we paused the test.
Over 21 days, conversion fell 8.5% and revenue per visitor fell 7.2%. The test stayed down week over week. Leads over $10k also dropped in the final week, so we kept the test paused.
What we took from it
Users on this form preferred the control without the badge.
Neither the badge nor the focused version gave users more reason to finish. Users preferred the control, with no badge and the page content still below the form. Our next round on this form tested the focused layout on its own, without the badge.