Split your longest form into short steps and add a progress indicator.
Remove any field you don't use to qualify or contact the lead.
Move the form or main CTA above the fold on paid landing pages.
Put testimonials and proof next to the form, not at the bottom.
Rewrite the CTA to say what the visitor gets ("Get a Free Quote").
Judge every test on submitted leads, or better, qualified leads.
Click lifts alone misled more than one test here.
Tools to run these tests
Use any A/B testing tool that can split traffic on your landing pages and track form submissions as the goal.
For multi-step forms, track each step so you can see where people drop out.
Low-traffic lead-gen sites should test bigger changes, such as form structure, since small tweaks need far more leads to read.
Questions
What is the best first A/B test for a lead generation site?
Start with the lead form. Splitting a long form into short steps, adding a progress indicator and removing fields you don't need were among the most consistent winners, for example HomEquity Bank's multi-step form at +154% conversion rate.
Do shorter landing pages always get more leads?
No. A MECLABS Institute test found a long, agent-focused Medicare page won with +638% leads.
Short pages tend to win for simple offers, while complex offers often need more explanation.
Why do some lead-gen redesigns lose?
Polished redesigns lost to plain controls in tests by MarketingExperiments and Uncommon Knowledge.
A new look can add distraction or break what already worked, so test the specific change, not just the style.
KlientBoost
MarketingExperiments
Apexure
Seer Interactive
Online Dialogue
Venture Harbour
AGConsult