Does a program explanation on the first funnel page lift leads?
The first page of our lead funnel did not explain what the relief program does. We tested adding a 1-sentence explanation above the form. Over 23 days, leads rose 4.1%, short of our confidence bar.
Not significant Responsive 23 days Not called
The hypothesis
By adding a short program explanation to the first page, we will educate visitors quickly without distracting them, resulting in a higher throughput rate.
Defining the program in the subheadline had won on another funnel. We brought a similar line to this funnel's first page to build confidence before visitors start the form.
What we changed
A 1-sentence program explanation added above the lead form
Var A added 1 sentence above the form on the first page, explaining how the program helps people pay back what they owe and avoid liens. The questions and steps stayed the same.
- 1-sentence program explanation
- Placed above the form on the first page
The result
Leads rose 4.1% with a program explanation on the first page
Over 23 days, Var A converted 4.1% better than the original, but lead value per visitor was 2.6% lower. Traffic was low for most of the run, and the gap never reached our confidence bar, so we paused the test.
What we would do next
Copy above the form has to fit every offer the page serves
The same idea won on another funnel, but this page serves more than 1 offer. A single line about the program does not fit them all, which may explain the flat result.
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