# Gateway question before a claim form: 4.33% to 6.09% conversion

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Multi step form, Commitment step
- Date shared: 2023-03
- Test run by: [Apexure](https://liftarchive.com/practitioners/apexure/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.apexure.com/case-study/b2c-agency/
- Page: https://liftarchive.com/test/reclaim-my-ppi-tax-gateway-page/

Adding a simple gateway page in front of a four-stage claim form lifted end-to-end lead conversion from 4.33% to 6.09%. Apexure ran this A/B test in Unbounce for Reclaim My PPI Tax, a UK online tax rebate claims service. It was the third test in a series that took the funnel from 1.02% to 6.09% overall.

## Result

**4.33% to 6.09% conversion**

- End-to-end lead conversion rate: 4.33% to 6.09%, about a 41% relative lift.
- Before the test, step one had a 25% completion rate against around 60% for steps two to four, which is what pointed to the fix.
- The test ran for about a month on paid traffic. No visitor or claim counts were shared.

## Control

The four-stage claim form, starting straight at step one. Funnel data showed only 25% of visitors finished step one, while later steps ran at around 60%.

## Variant

A gateway page came first, asking the visitor to confirm a simple statement. Completing it showed a Proceed button that opened the remaining three steps.

## Why it likely won (our reading)

- A quick, easy first answer works as a small commitment, and people who have started are more likely to keep going.
- Finishing the gateway gave a sense of progress before the harder questions, as the agency describes it.
- Step one was the biggest leak in the funnel, so making the start easier had the most room to help.

## Caveats

About a month of paid traffic, but no traffic counts or confidence level were given.

## How to run this test

- Hypothesis: If we put one easy qualifying question before our multi-step form, then more visitors will finish the form because a quick first win builds commitment before the harder steps.
- Primary metric: End-to-end form completion (lead) rate
- Guardrail: Gateway-to-step-two drop-off
- Guardrail: Lead quality or accepted-claim rate
- Guardrail: Time to complete
- Who should test it: UK lead-gen businesses that rely on long online claim, application or quote forms fed by paid traffic. Most useful when step-by-step data shows the first step leaks badly. If step one already completes well, a gateway just adds a click.

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Credit: Apexure ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/reclaim-my-ppi-tax-gateway-page/).
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.