# Lead form as next step of cost calculator: +23% lead form conversions

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Form placement, Flow
- Test run by: [Seer Interactive](https://liftarchive.com/practitioners/seer-interactive/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.seerinteractive.com/work/case-studies/trex-calculator-conversions-lift
- Page: https://liftarchive.com/test/trex-calculator-lead-form-continuation/

Trex 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.

## Result

**+23% lead form conversions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Calculator completion rate
- Guardrail: Lead quality or sales acceptance rate
- Guardrail: 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.

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Credit: Seer Interactive ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/trex-calculator-lead-form-continuation/).
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.