Does business owner copy in the form questions lift leads?
Many visitors to our lead form are small business owners, but the question callouts did not mention businesses. We tested callouts that did. Over 63 days, leads rose 1.1% and high-value leads rose 19.7%, short of our confidence bar.
Not significant Responsive 63 days Not called
The hypothesis
By using business language in the form question callouts, we will relate better to the many small business owners who visit, resulting in more leads.
A large share of visitors are small business owners. Copy that names their situation could make them more sure the service is meant for them.
What we changed
Form question callouts rewritten to include business owners
Var A updated the callouts on the form questions to include businesses. The questions, steps and layout stayed the same.
- Question callouts include businesses
The result
Leads rose 1.1% with business language in the questions
Over 63 days, Var A converted 1.1% better than the original. Leads with $10K or more in debt rose 19.7% and lead value per visitor rose 15.5%, and confidence in that gain kept climbing, but it never reached our confidence bar. Traffic on this funnel was low, which is why the test ran 63 days.
What we would do next
Business copy showed promise for high-value leads
Total leads barely moved, but the business wording drew more visitors with larger debts. A retest with more traffic, or on a funnel with more business visitors, would show whether that gain is real.
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