# 'Expert opinion' above the booking form: 4% to 9.5% conversion

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Cta copy, Form heading
- Test run by: [Ultraviolet Digital](https://liftarchive.com/practitioners/ultraviolet-digital/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/kaya-skin-clinic/
- Page: https://liftarchive.com/test/kaya-skin-clinic-form-cta-expert-opinion/

Rewording the text above Kaya Skin Clinic's appointment form from a generic skin consultation to an 'Expert opinion' lifted form conversion from 4% to 9.5%, a 137.5% gain. The agency Ultraviolet Digital ran the test for the Indian dermatology clinic chain, and it was published as a VWO case study. The change was also linked to a 22% rise in sales with no extra ad spend.

## Result

**4% to 9.5% conversion**

- Form conversion rate: 4% on the control versus 9.5% on the variant, a 137.5% relative lift.
- Sales: +22%, reported with no additional advertising spend.
- The test ran for 45 days with three arms: control, this variant, and a variant that also added Facebook likes.
- Sample size and confidence level were not shared.

## Control

A landing page with an appointment form, introduced by text offering a generic 'Skin consultation'.

## Variant

The same page and form, with the text above the form reworded to offer an 'Expert opinion'.

## Why it likely won (our reading)

- 'Expert opinion' tells visitors what they get from the visit, while 'skin consultation' just names a service.
- For skin and hair problems, people want a trusted specialist, and the new wording puts the dermatologist's expertise up front.
- The text sits right above the form, so it is the last thing visitors read before deciding to book.

## Caveats

Sample size and statistical confidence were not shared. The test ran for 45 days and was reported by the testing tool's vendor.

## How to run this test

- Hypothesis: If we reword the heading above our booking form to name the expert value visitors receive, then more of them will book because the offer feels more valuable than a generic consultation.
- Primary metric: Appointment form submission rate
- Guardrail: Booking show-up rate
- Guardrail: Lead-to-sale rate
- Guardrail: Form abandonment rate
- Who should test it: Clinics, consultancies and other service businesses that take bookings through a form, especially where expertise drives the choice. It is less likely to help if your form heading already states a clear benefit or your visitors mainly shop on price.

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Credit: Ultraviolet Digital ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/kaya-skin-clinic-form-cta-expert-opinion/).
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.