Does dropping the form disclaimer and extra content lift leads?

Our lead form's first page carried a disclaimer, and content sat below the form. We tested removing the disclaimer and hiding the content behind a learn more link. Over 56 days, leads rose 3.6%, short of our confidence bar.

Not significant Responsive 56 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By removing distractions from the first page and inside the funnel, we will help visitors focus on the form, resulting in more leads without hurting lead quality.

Removing the disclaimer and hiding content behind a learn more link had already won on other funnels. With this funnel's traffic, we expected the test to need close to 60 days.

What we changed

Disclaimer removed and content hidden behind a learn more link

Var A removed the disclaimer from the first page and hid the content after the lead form. A learn more link displays it for visitors who want it. The questions and steps did not change.

Disclaimer removed
Content after the form hidden
Learn more link displays it

The result

Leads rose 3.6% without the disclaimer and extra content

CONVERSION RATE

+3.6%

LEAD VALUE PER VISITOR

+6.3%

$10K+ LEADS

+6.5%

Over 56 days, Var A converted 3.6% better than the original, and lead value per visitor was 6.3% higher. Leads with $10K or more in debt rose 6.5% and improved week over week, but neither result reached our confidence bar.

What we would do next

The focused version is safe to keep, with no loss in quality

The change did no harm and trended up for higher-value leads across 56 days. The same approach had won on other funnels, so keeping it is a low-risk choice, but this funnel alone did not prove a lift.