Multi-step form UX improvement test
Visit-to-lead uplift
Annual revenue uplift estimate
Tutoring service turning over €10-30M annually. The main buyer persona is a mother whose child is getting bad grades and needs help.
The goal was to improve the visit-to-lead conversion rate on the main landing page template. The traffic was mostly coming from high-intent paid search keywords.
Past tests showed that bringing any attention to the possibility of being called by the company after signing up hurt the CVR. The scroll depth report also showed a steep drop-off when users saw the long form. With this context, I thought using a multi-step form could work better.
(Steep drop-off after users see the long original form)
If we change the form to be multi-step, it will seem less intimidating and use the commitment and consistency bias, resulting in a higher visit-to-lead CVR.
The variant won with 96% significance after 4 weeks. The new form was rolled out on the landing page template.
Visit-to-lead uplift
Monthly revenue uplift estimate
