# Full form above the fold on health insurance page: +25% leads

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Form placement, Headline, Cta copy
- Test run by: [Performics India](https://liftarchive.com/practitioners/performics-india/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/performics-hdfc-ergo/
- Page: https://liftarchive.com/test/hdfc-ergo-health-insurance-seo-page-form-first-fold/

Showing every form field in the first fold, with a value-proposition headline and a bolder "GET FREE QUOTE NOW" button, lifted lead conversion rate by 25% on an organic health insurance page. Performics India ran this A/B test for HDFC ERGO General Insurance, and it was published as a VWO case study. Several changes shipped together, so the lift belongs to the whole redesign, not just the form.

## Result

**+25% leads**

- Lead conversion rate: +25% versus the original page.
- The test ran for nine days on mobile with a 50/50 split. Sample size and confidence were not shared.

## Control

The mobile health insurance page for organic visitors had no hero headline, and not all form fields were visible up front. About 60% of visitors dropped off between viewing the page and submitting a lead.

## Variant

The page added a value-proposition headline, kept all form fields in the first fold, used a more prominent "GET FREE QUOTE NOW" button, listed benefits such as "Get Ultimate 4X Health Coverage", and added a hero image.

## Why it likely won (our reading)

- When every field is visible, visitors can see exactly how much effort the form takes before they start.
- A headline and listed benefits give organic visitors a reason to pick this insurer.
- A bigger, clearer button is easier to find and tap on a phone.
- the human hero image may have made the page feel warmer, but this was not tested alone.

## Caveats

Bundled test: form layout, headline, CTA, benefits and image all changed at once, so no single element can take the credit. It ran for only nine days and sample size was not shared.

## How to run this test

- Hypothesis: If we show the whole lead form in the first fold alongside a clear value headline and a prominent free-quote CTA, then more mobile visitors will submit because the effort is visible and the reason to act is clear.
- Primary metric: Lead conversion rate
- Guardrail: Lead-to-policy rate
- Guardrail: Form error rate
- Guardrail: Bounce rate
- Who should test it: Insurers and lead-gen sites with short forms and high drop-off on mobile. It may not work if your form is long, since cramming many fields above the fold can make the page feel heavy.

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Credit: Performics India ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/hdfc-ergo-health-insurance-seo-page-form-first-fold/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.