# Form above the fold and cleaner PPC page: +150% lead conversion rate

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Form placement, Cta color, Page length
- Test run by: [Seer Interactive](https://liftarchive.com/practitioners/seer-interactive/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.seerinteractive.com/case-studies/533-increase-leads-generated-biz-comm/
- Page: https://liftarchive.com/test/seer-biz-comm-form-above-fold-landing-page/

Moving 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.

## Result

**+150% lead conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Lead qualification rate
- Guardrail: Cost per lead
- Guardrail: 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.

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Credit: Seer Interactive ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/seer-biz-comm-form-above-fold-landing-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.