Do neutral yes and no buttons lift lead form conversion?

A yes or no question on our lead form used a green check button and an orange cross button. We tested the form's standard buttons with the same answers. Over 30 days, conversion dipped 1.8%, short of our confidence bar.

Not significant Responsive 30 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By swapping the check and cross icons on a yes or no question for neutral buttons, we will stop framing 1 answer as the right one, resulting in more qualified leads.

The question asked whether visitors were already enrolled in a relief program. A green check on yes and an orange cross on no made yes look like the right answer.

Visitors who were not yet enrolled were the ones the service could help, so the icons pointed people toward the wrong answer.

What we changed

Neutral buttons replaced the check and cross icons on 1 question

Var A removed the green check and orange cross from the yes and no buttons and used the form's standard orange buttons instead. The answers and the values they passed stayed the same.

VAR A: NEUTRAL BUTTONS

Green check and orange cross removed
Standard orange yes and no buttons

The result

Conversion dipped 1.8% with neutral buttons, short of our bar

CONVERSION RATE

-1.8%

LEAD VALUE PER VISITOR

0.0%

Over 30 days, the neutral buttons converted 1.8% worse than the original, and lead value per visitor was flat. Neither gap reached our confidence bar. The lift and our confidence in it swung from week to week, which may have come from shifts in traffic source, so we paused the test.

What we would do next

Test the wording of the question, not the button icons

Lead value per visitor stayed flat, so the icons were not steering visitors toward a worse answer. The next step is to test the question itself, such as asking visitors whether they are interested in enrolling.