Intelligems vs Shoplift
VWO vs ConvertConvert reviewIntelligems review
PageFly vs GemPages43 A/B tests with real results, shared by the agencies, tools and companies that ran them.
Seer InteractiveSeer InteractiveSeer InteractiveSeer Interactive
ApexureApexure
MarketingExperiments
Venture HarbourVenture HarbourMarketingExperimentsOf 43 measured lead form tests, 40 won, 2 lost and 1 was flat, and the clearest pattern is that breaking a long form into short, easy steps raises submissions far more than any button or color change.
Venture Harbour's multi-step consulting enquiry form went from 0.96% to 8.1% conversion, and HomEquity Bank split a one-page inquiry form into seven steps for +154% conversion rate.
The two losses, from MarketingSherpa and MarketingExperiments, both added effort or polish the visitor did not need.
A lead form turns interest into a contact your sales team can follow up.
It has to ask for enough to qualify the lead without asking so much that people quit.
Every field, step and line of copy either lowers the effort or the worry of filling it in, or adds to it.
The changes tested most often in this set are:
Venture Harbour's 'tool-like' multi-step lead form went from 11% to 46% conversion.
Apexure split a long claim form into four stages (1.77% to 4.33%) and then added a gateway question before the form (4.33% to 6.09%).
Reassured's multi-step life insurance quote form gave +31.23% form submissions.
ApexureVenture HarbourVenture HarbourMore steps is not the goal in itself.
HomEquity Bank later cut its seven-step form to four steps for +53% conversions, and Performics India cut a paint cost calculator from 5 steps to 3 for +40% leads.
Each step should be quick; the total should be as short as the sale allows.
InsightWhale cut a deal form to 3 required fields for +26% conversions.
A VWO case study for Qualicorp found removing repeated fields gave +19.31% completed quote requests.
Tinkoff Bank added a 'Don't remember passport details?' option for +35.8% conversion rate, and EDP spread form fields through the funnel for more than 25% more leads.
HomEquity Bank's progress tracker gave +35% conversions and Tinkoff Bank's progress bar +12.8%.
The Reference put a student testimonial above a brochure form for +50% submissions, and Groupama's data-privacy message lifted quote submissions by 10%.
Seer Interactive simply showed the contact form open by default, taking conversion from 1.16% to 1.65%.
Seer InteractiveMarketingSherpa let visitors pick 1 of 3 free guides and saw no change.
Adding one extra form field to the choice caused a significant drop in leads.
Choice did not help, and the extra field hurt.
MarketingExperiments tested a polished sign-up page against a plain control, and the control won at about 14% against 7-9%.
A nicer-looking design can add distraction instead of trust.
In a related MarketingExperiments test, removing the photo and signature from a lead page lifted sign-ups by 15.3%.
MarketingExperimentsThe win rate here is very high. Companies tend to publish their wins, so treat these as ideas worth testing rather than guarantees.
Any A/B testing tool that can split traffic to two form versions will do, and form analytics that show where people drop out tell you which step or field to test first.
Track the outcome in your CRM, so a form that lifts submissions but lowers lead quality is caught.
In these tests, usually yes. Venture Harbour's multi-step enquiry form went from 0.96% to 8.1% conversion, and HomEquity Bank's seven-step form beat its one-page form by +154%.
HomEquity Bank then cut seven steps to four for +53%, so keep each step short.
As few as you need to qualify the lead.
InsightWhale cut a form to 3 required fields for +26% conversions, and MarketingSherpa saw a significant drop in leads after adding just one extra field.
It did in the tests here. HomEquity Bank's progress tracker gave +35% conversions and Tinkoff Bank's progress bar on a credit card application gave +12.8% submissions.
