Does reassuring copy on the contact steps lift lead conversion?

The last steps of our lead form ask for an email address and phone number. We tested headings telling visitors they qualified to speak with a specialist, alone and with more changes. Over 15 days, conversion fell 10.4% with the headings alone, short of our confidence bar.

Not significant Responsive 15 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By building confidence and reducing effort on the last steps of the form, we will help more visitors finish, resulting in more form completions.

The email and phone steps are where visitors give their contact details, so they are where doubt is highest.

Telling visitors they qualify to speak with a specialist frames the last steps as a next step they have earned, not a cost.

What we changed

New headings on the email and phone steps, plus spacing in Var B

Var A changed the headings on the email and phone steps to tell visitors they qualified to speak to a specialist. Var B used new headings on both steps, updated the subheading on the phone step, and added space below the headings, the progress bar and the badge.

VAR A: CONFIDENCE COPY

New headings on the email and phone steps

VAR B: CONFIDENCE + EASE

New headings on the email and phone steps
New subheading on the phone step
More space below headings and progress bar

The result

Conversion fell 10.4% with confidence copy, short of our bar

CONVERSION RATE

-10.4%

LEAD VALUE PER VISITOR

-3.1%

VAR B CONVERSION

-1.4%

Over 15 days, the new headings (Var A) converted 10.4% worse than the original, and lead value per visitor was 3.1% lower. The fuller version (Var B) converted 1.4% worse, with lead value per visitor down 12.0%. None of these gaps reached our confidence bar. Neither version improved any measure, so we paused the test.

What we would do next

Keep the original contact step copy and test earlier steps

Neither version moved any measure in the right direction. The original copy may already keep visitors moving through the last steps, so the next test should target an earlier step of the form.