Does keeping funnel content hidden behind a link lift leads?
Inside our multi-step funnel, page content stayed visible below the form on every step. We tested hiding it behind a learn more link once visitors entered the funnel. Over 28 days, leads rose 3.4%, short of our confidence bar.
Not significant Responsive 28 days Not called
The hypothesis
By hiding the copy below the form once visitors are in the funnel, we will remove distractions, resulting in more visitors finishing the form.
Hiding extra content behind a learn more link had won on other funnels. We brought the same approach to this funnel's later steps, while keeping the details 1 click away.
What we changed
Content below the form hidden behind a learn more link in the funnel
Once a visitor entered the funnel, Var A hid the content below the form and left a link that expands it for anyone who wants more information. The first page did not change.
- Content below the form hidden in the funnel
- Learn more link expands it
The result
Leads rose 3.4% with funnel content behind a learn more link
Over 28 days, Var A converted 3.4% better than the original, and lead value per visitor was 3.1% higher. Results swung early on, then improved week over week, but the gap never reached our confidence bar. Traffic arrived in bursts after each mailing, which slowed the test.
What we would do next
Build on the hidden content version to reach a clear result
The variation trended up but did not get there on its own. We paused the test and planned the next round on top of this version, keeping the content hidden and adding a further change.
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