Lead form as next step of cost calculator: +23% lead form conversions
Test run bySeer InteractiveCRO agency
Commentary byLiftArchiveOur analysis, not theirsTrex reframed the lead form on its decking cost calculator as the natural next step after getting an estimate, and lead form conversions rose 23%.
Seer Interactive ran this A/B test, the first of three on the calculator, and published it as a Seer case study.
The idea came from a CRO audit and usability testing.
- Lead form conversions: +23% in this first test.
- A later test that shortened the flow further added +40% to lead form conversions, and a third added +3% to detailed estimate conversions.
- Across all three tests, Seer says conversion rates rose from about 16% to about 24%, an average lift of around 50%. Only the +23% belongs to this test.
The change
Lead form moved from a separate add-on to the next step after the estimate
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Visitors used the cost calculator, and the lead form sat apart from it like an optional extra. Many got their estimate and left.
Variant
The lead form was placed and framed as the next step of the calculator, so moving from estimate to enquiry felt like one flow.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Once users had their estimate, nothing pulled them forward. Making the form the next step gives them an obvious move.
- A form that is part of the tool feels like continuing a task rather than starting a new sales ask.
- Usability testing showed the path from estimate to next step felt unclear, and this change targeted exactly that.
Caveats: No sample size, test length or significance was shared for this test. The headline 50% figure covers three separate tests, not this one alone.
Who ran it
Seer Interactive ran this test for composite decking brand (cost calculator leads) 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 present our lead form as the next step of our calculator or quiz instead of a separate ask, then more users will submit it because it feels like finishing what they started.
- Primary metric
- Lead form conversion rate from calculator users
- Guardrails
- Calculator completion rate
- Lead quality or sales acceptance rate
- Cost per lead
- Who should test it
- Brands with cost calculators, quote tools or quizzes that get used but don't produce leads. It helps less if the tool's users are mostly early researchers with no intent to buy soon.
Questions
How do I get more leads from a cost calculator?
Make the lead form feel like the next step after the estimate rather than a separate request.
Trex saw 23% more lead form conversions from that change.
Should I gate calculator results behind a form?
This case did not gate results. It kept the estimate free and made the form the obvious next move, which avoids annoying users.
What else can lift calculator lead conversions?
Shortening the steps between estimate and enquiry helped Trex further, adding another 40% in a follow-up test.