Does adding program context to a lead form page lift conversion?

Our lead form page said little about the relief service it offered. We tested adding program context, with and without the top banner. Over 21 days, both versions brought in fewer leads, with the better one down 3.1%.

Not significant Responsive 21 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By adding context about the relief service and inviting visitors to see if they qualify, we will build confidence, resulting in more leads.

Visitors arrive wanting help with their debt but may not know what the service does. More context could answer that before they start the form. The added copy made the page heavier, so 1 version also removed the top banner to keep it balanced.

What we changed

Program context added to the page, with and without the banner

Var A added a block of content about the service and a prompt to see if you qualify, making the page more content heavy than in earlier tests. Var B used the same content and removed the top banner to balance the page.

VAR A: PROGRAM CONTEXT

Content about the service added
Prompt to see if you qualify
Top banner kept

VAR B: CONTEXT + NO BANNER

Same added content as Var A
Top banner removed

The result

Leads came in 3.1% lower with program context and no banner

CONVERSION RATE

-3.1%

VAR A CONVERSION

-5.4%

LEAD VALUE PER VISITOR

-6.4%

Over 21 days, Var B (content without the banner) converted 3.1% worse than the original, and Var A (content with the banner) converted 5.4% worse. Lead value per visitor fell 6.4% and 7.3%. Neither gap reached our confidence bar. Results flipped direction 2 times during the run, so we paused the test.

What we would do next

The added context may only suit some traffic sources

Weekly results swung back and forth, which suggests the extra copy worked for some traffic sources and not others. A next test would need to read results by traffic source before adding more copy for everyone.