Form above the fold and cleaner PPC page: +150% lead conversion rate
Test run bySeer InteractiveCRO agency
Commentary byLiftArchiveOur analysis, not theirsMoving the lead form above the fold, removing low-value content and making the main button stand out lifted a PPC landing page's lead conversion rate by 150%.
Seer Interactive ran the work for a business communications company.
All three changes shipped together and results were reported before versus after, so no single change gets the credit.
- Lead conversion rate: +150%.
- Lead form completions: +533%, which is 32 extra completions in absolute terms.
- Clicks on the main button: 12 times higher after the changes than before.
- Seer also says qualified leads and page traffic rose, but gives no numbers.
The change
Video and awards removed, CTA made bolder, form moved above the fold
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A PPC landing page with the lead form below the fold, an autoplay video and an awards section. The button to the form blended into the background, and under 1% of visitors clicked it.
Variant
The low-value content was removed, the main button got a higher-contrast colour, and the form moved above the fold.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Scroll tracking showed more than half of visitors never scrolled past 25% of the page, so most never saw the form. Moving it up fixed that.
- Many visitors left when the autoplay video started, so removing it took away a reason to leave.
- A button that stands out from the background gets noticed and clicked.
Caveats: Three changes shipped together, and the source reports pre versus post figures even though it mentions A/B tests. Absolute numbers are small (32 extra completions), and no test length or significance was given.
Who ran it
Seer Interactive ran this test for a business communications company (PPC landing page) and published the results (Seer Interactive case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Seer Interactive →
How to run this test on your site
- Hypothesis
- If we move our lead form above the fold, cut content that makes visitors leave and make the main CTA stand out, then more PPC visitors will submit the form because they will see it before they bounce.
- Primary metric
- Lead conversion rate
- Guardrails
- Lead qualification rate
- Cost per lead
- Bounce rate
- Who should test it
- B2B and lead-gen teams whose scroll data shows most visitors never reach the form. If visitors already scroll deep and see the form, the gain will likely be small.
Questions
Should a lead form be above the fold?
If scroll data shows most visitors leave before reaching it, yes.
Here more than half never scrolled past a quarter of the page.
Do autoplay videos hurt landing page conversions?
They can. Seer found many visitors left once the autoplay video started on this page.
How do I find out if visitors see my form?
Add scroll-depth tracking and compare how many visitors reach the form with how many land on the page.
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