“Almost Done” Form Headline

Description / Hypothesis

By altering the form headline on this page, we can drive more people to the PDF download feature, while collecting more information about leads to support sales initiatives. The success or failure of this test will indicate the efficacy and overall allure of having a PDF download available to our converted audiences.

Variations

Test Dashboard

Post-Mortem Analysis

The purposes of this experiment weren’t as urgent, as it targeted users that had already filled out a lead form. However, the updated headline copy failed to attract an increased number of additional details form submissions. This could have occurred due to a number of reasons:

1. The copy wasn’t convincing enough
2. The promise of a free download doesn’t appeal enough to people to make them submit more information
3. Users simply left the website after hitting the first initial “Submit” button on the home page, not bothering to look at the subsequent page.

Despite these results, the New Ebook Cover experiment seems to suggest there is at least some interest in the free PDF download. We should rethink how we structure lead forms and present this information to users who have already converted.

It should also be noted that while the difference in conversion rate was around 10%, the variant only received one fewer conversion than the original in terms of the “Almost Done” form.