Contrasting, above-the-fold homepage form: +101.68% form clicks
Commentary byLiftArchiveOur analysis, not theirsGiving the homepage banner form a contrasting colour and moving it to the first fold, on the right, raised clicks on the form field by 101.68%.
VWO Services ran this test for ArchiveSocial, a SaaS social media archiving tool, and published it as a VWO case study.
Colour and position changed together, so the lift can't be split between them.
- Clicks on the form field: +101.68%. This is a click metric, not completed leads.
- The test ran for 27 days with all traffic split 50/50.
- Confidence level, sample size and the effect on actual form submissions were not shared.
The change
The banner form moves up to the first fold and gets contrasting colours.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The email form sat at the very bottom of the homepage banner and looked like the rest of the page.
Variant
The form's call to action got contrasting colours and was moved up to the first fold, on the right side of the banner.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Contrast makes the form stand out, so visitors notice it is the main action on the page.
- Placing it in the first fold means visitors see it without scrolling.
- when the main lead form blends in, simply making it visible is often the biggest win available.
Caveats: Colour and placement changed at the same time, so the result can't be credited to either one alone. The metric was form field clicks, not submitted leads.
Who ran it
VWO ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on VWO →
How to run this test on your site
- Hypothesis
- If we give our homepage sign-up or demo form a contrasting colour and move it into the first screen, then more visitors will start it because they will notice it straight away.
- Primary metric
- Form submissions (track form field clicks as a leading signal)
- Guardrails
- Lead quality or demo show-up rate
- Clicks on other homepage CTAs
- Bounce rate
- Who should test it
- B2B SaaS and lead-gen sites whose main homepage form is low on the page or styled like the background. If your form is already prominent and high-contrast, expect little change.
Questions
Does button or form colour really affect conversions?
Colour on its own rarely matters; contrast does.
A form that stands out from its surroundings is easier to notice, which is likely part of why this one doubled clicks.
Should a lead form be above the fold?
For a homepage whose main goal is capturing leads, putting the form in the first screen usually helps.
Long, complex offers may need some explanation first.