In this experiment, an extra button to a signup lead form was placed above the fold. In the control, the same button appeared further down on the page.

In this experiment, a lead form with numerous fields shown all at once, was broken down into 3 steps. The first step only asked for a Specialty choice that expanded into a list of options. Impact on full form completions was measured.

In this experiment, a lead generating section with a call to action (welcome mat) was appended at the top of article pages. Impact on lead generation was measured.

In this experiment, a number of use cases examples were added to illustrate the situations in which experts could help. 

In this experiment, the variation broke up a lead form into two parts. In the first step users were asked for their state followed by a standard contact form on a second step. All of the states were shown as selectable options. In the control version, the landing page only showed a button which lead to the full form. The experiment measured impact on lead form submissions.