# Shorter path from estimate to next step: +40% lead form conversions

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Flow, Steps
- 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-streamlined-flow/

Streamlining the flow between getting a cost estimate and taking the next step lifted lead form conversions by 40% on the Trex Cost Calculator. Seer Interactive ran this A/B test for Trex, the composite decking brand. It was the second of three tests that together moved the calculator's conversion rate from about 16% to about 24%.

## Result

**+40% lead form conversions**

- Lead form conversions: +40% against the control flow.
- This was test 2 of 3. Test 1 gave +23% lead form conversions and test 3 gave +3% detailed estimate conversions.
- Across the program, Seer reports the calculator's conversion rate rose from roughly 16% to roughly 24%.
- Sample size, test length and confidence level were not shared.

## Control

The calculator flow as it stood after the first test, where the lead form had already been repositioned as part of the calculator experience.

## Variant

A streamlined user flow that cut the steps between seeing an estimate and choosing to move forward with Trex.

## Why it likely won (our reading)

- Usability testing found the route from estimate to next step felt unclear and low priority. Fewer steps make that route obvious.
- Visitors who just got an estimate are at peak interest. Asking for the lead while that interest is fresh likely loses fewer people.
- The test built on a winning first test, so it refined a flow that already treated the form as part of the tool.

## Caveats

Sample size, duration and significance were not shared, and the source does not detail exactly which steps were removed. The result is reported by the agency that ran it.

## How to run this test

- Hypothesis: If we cut the steps between showing a visitor their estimate and asking for their details, then more calculator users will submit the lead form because the next step will feel like part of the same task.
- Primary metric: Lead form submissions per calculator user
- Guardrail: Lead quality (sales-accepted or qualified rate)
- Guardrail: Calculator completion rate
- Guardrail: Form error or abandonment rate
- Who should test it: Lead-gen businesses that use a calculator, quiz or estimator as a top-of-funnel tool and see many completions but few form fills. It matters less if the form already sits directly beside the result.

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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-streamlined-flow/).
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.