Does removing supporting copy lift lead form completions?

Several copy changes on our lead form had all come back inconclusive. We tested removing the supporting copy entirely, leaving only the question. Over 21 days, conversion rose 7.3%, short of our confidence bar.

Not significant Responsive 21 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By removing the supporting copy and focusing visitors on the question, we will cut distraction, resulting in more completions and better lead quality.

We had tested several versions of the copy on this page, and none had produced a clear result. We had never tried removing it altogether, so this test asked whether the copy was helping at all.

What we changed

All supporting copy removed, leaving only the form question

Var A removed the supporting copy from the page, so visitors saw only the question and its answers. Nothing else on the form changed.

VAR A: SIMPLIFY

Supporting copy removed
Only the question and answers remain

The result

Conversion rose 7.3% without supporting copy, short of our bar

CONVERSION RATE

+7.3%

LEAD VALUE PER VISITOR

+0.3%

Over 21 days, the version without copy converted 7.3% better than the original, but the gap did not reach our confidence bar. Lead value per visitor was nearly flat, up 0.3%. Results looked strong early in the test, then faded, and the primary measure never lifted, so we paused it.

What we would do next

The supporting copy was neither helping nor hurting this page

Removing the copy did no harm to lead value, so the copy was not doing much work. Since copy changes have not moved this page in either direction, the next tests should look at other parts of the form.