Evidence #65: A Possible +4.9% To Leads From Up-front Forms
A big thanks to Justin Rondeau from DigitalMarketer.com for sharing Evidence Test #65. The key change of this experiment was a switch from a postponed form to an up-front one (or a 2 step vs 1 step). From this test we were also able to derive +0.25 certainty points favoring up-front forms (relating to Pattern #10).
What Can We Learn From This Test?
The test shows a possible increase to leads from an up-front or exposed form style, instead of a 2 step one. Because there were a handful of potentially additional changes and the effect wasn't very strong, we are able to extract a smaller +0.25 certainty score from this test in favor of up-front forms (covered in detail in Pattern #10 with additional tests).
List Of Changes & Potential Causes Of Effect
Upfront Forms / Single Step [Key Change]
The email form field was shown right before the call to action.
Use of "Spam" Copy
The control mentioned "[we] would never spam you!" which might have had an negative effect.
The control also made use of inconsistent font styles (a handwritten font on the modal window).
Inconsistent Buttons & Labels
The control also had two separate button styles and labels.