Does trimming the page behind a learn more link lift leads?

Our lead form page carried extra content below the fold. We tested removing it and adding a learn more link for visitors who wanted the details. Over 35 days, leads rose 33.9% and lead value per visitor rose 40.7%.

Won Responsive 35 days Called at 80%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By removing the elements below the fold and adding a learn more link, we will increase focus on the form, resulting in more form completions.

The content below the form competed with it for attention. With a learn more link, visitors who want the details can still open them, while everyone else sees only the form.

What we changed

Content below the fold removed, with a learn more link instead

Var A removed the elements below the fold and added a learn more link that shows the details on demand. The form itself did not change.

VAR A: FOCUS

Elements below the fold removed
Learn more link added

The result

Leads rose 33.9% with the trimmed page and learn more link

CONVERSION RATE

+33.9%

LEAD VALUE PER VISITOR

+40.7%

Over 35 days, Var A converted 33.9% better than the original, and lead value per visitor rose 40.7%. Traffic to this page was modest, so the test ran 35 days to build enough data. We called it once it cleared the confidence bar set for this program and sent it for implementation.

What we took from it

Fewer elements below the fold kept visitors on the form

With less competing content, the form became the clear next step. The learn more link kept the details within reach for visitors who wanted them. We later carried the same approach to other funnels.