Does a do it with me headline lift lead form leads?

Our lead form headline did not say how the service would work with visitors. We tested a do it with me headline and a do it for me headline. Over 16 days, do it with me cut conversion 11.2% and high-value leads 26.4%.

Lost Responsive 16 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By taking a do it with me approach in the headline, we will reduce visitors' anxiety about the process, resulting in more conversions.

Some visitors worry about handing a money problem to strangers. A headline that promises to work alongside them may feel safer than one that promises to take over.

We tested both framings to see which visitors preferred.

What we changed

A do it with me headline, or a do it for me headline

Var A changed the headline to say the service would work through the problem with the visitor. Var B changed the headline to say the service would handle the problem for them. The rest of the form stayed the same.

VAR A: DO IT WITH ME

Headline: we work through it with you

VAR B: DO IT FOR ME

Headline: we handle it for you

The result

Do it with me cut conversion 11.2% and high-value leads 26.4%

CONVERSION RATE

-11.2%

HIGH-VALUE LEADS

-26.4%

LEAD VALUE PER VISITOR

-24.2%

Over 16 days, the do it with me headline (Var A) converted 11.2% worse than the original. High-value leads fell 26.4%, a loss that cleared our confidence bar, and lead value per visitor fell 24.2%. The do it for me headline (Var B) lifted conversion 5.8%, mostly from smaller leads, but lead value per visitor fell 14.0%. We paused the test.

What we took from it

Users preferred the original headline over both framings

Neither framing brought in better leads. Do it for me drew more visitors with smaller debts, but visitors with larger debts, who bring the most value, finished more often with the original headline.