Does a matching color scheme across the funnel lift leads?

A sister site with a similar lead form was outperforming this one. We tested its color scheme and header text sizing across this funnel. Over 22 days, leads came in 2.0% lower, short of our confidence bar.

Not significant Responsive 22 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By matching the color scheme and header text sizing of a better-performing sister site, we will make the funnel clearer, resulting in more leads.

A sister site that uses a similar form converted better than this one. We tested its colors and header text sizes here to see if they explained part of the gap.

What we changed

Colors and header text sizing matched to a sister site's funnel

Var A updated the color scheme and the size of the header text across the funnel to match the sister site. The questions, copy and steps stayed the same.

VAR A: COLOR UPDATE

Color scheme matched to the sister site
Header text sizing matched

The result

Leads came in 2.0% lower with the new colors and header sizes

CONVERSION RATE

-2.0%

LEAD VALUE PER VISITOR

-1.8%

Over 22 days, Var A converted 2.0% worse than the original, and lead value per visitor was 1.8% lower. An early lift did not hold after the test was relaunched to fix a tracking issue. Traffic came in bursts after each mailing, and later mailings did not bring the lift back, so we paused the test.

What we would do next

Colors and type sizes did not explain the gap between sites

Matching the sister site's look did not lift leads, so the gap between the 2 sites likely comes from something other than color and header size. The next test on this funnel focused on the copy instead.