Does a jump menu on a lead form page lift conversion?
An earlier test that hid our lead form page content lost leads, so visitors seemed to need it. We tested a jump menu that takes visitors to each section. Over 21 days, leads rose 0.8%, short of our confidence bar.
Not significant Responsive 21 days Not called
The hypothesis
By adding a jump menu that links to each section of the page, we will help visitors find the details they need to feel confident, resulting in more leads.
When we hid the page content in an earlier test, conversion dropped. That hinted visitors use the content to build confidence in the process. A menu gives them a quick way to reach each section without scrolling the whole page.
What we changed
A jump menu linking to each content section on the page
Var A added a menu that jumps to the different sections of the page content. The form and the content itself stayed the same.
- Menu linking to each content section
- Form and content unchanged
The result
Leads rose 0.8% with the jump menu added
Over 21 days, the jump menu version converted 0.8% better than the original, and lead value per visitor was 2.8% higher. Early results looked strong, but they leveled out as more traffic came in, and the gap never reached our confidence bar.
What we would do next
A jump menu is safe to add if visitors need more education
The menu did no harm, but it did not add leads. It is an option if this page ever needs to do more to educate visitors, but it should not be expected to raise lead volume on its own.
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