More Leads from Your Landing Page with This Simple Test
Experiment #2: Simply copying and pasting the same element helped us boost lead generation.
Hi, it’s Andreas, and I’m back with Growth—my newsletter featuring weekly growth experiments, proven strategies, and case studies to help grow your business.
A couple of weeks ago, we experimented with repositioning our conversion form on our landing page and were somewhat surprised by the result, definitely worth a test!
Let’s dive in.
We recently experimented with our landing page layout.
One thing that was on our minds: how do we get more people to actually fill out the form? Obvious, right?
We had a clear CTA and a well-designed page, but we realized we might be hiding the action too far down.
So, we came up with an idea.
Hypothesis
Our hypothesis we wanted to test was:
If we move the sign-up form from the bottom of the landing page to the middle, closer to the point where most users are still actively engaged, we can capture more conversions from:
A) people who are already convinced and just need a form within reach, and
B) people who might lose interest or drop off before ever reaching the bottom.
Experiment Design
We placed the same form (no changes to copy or fields) midway through the landing page, right after the section explaining the product’s core benefits.
It was styled to fit naturally with the flow of the content, and we kept the original form at the bottom as well, so users still had two chances to convert.
Results
This experiment ran from February 1 to February 16 (about 2 weeks).
When the form was placed only at the bottom of the page, 216 out of 2,570 page visitors saw it (about 10%).
When the form was placed in the middle of the page, 974 out of 2,228 visitors saw it (43.72%).
With the form at the bottom, we received 11 submissions, resulting in a 5.09% conversion rate (based on views).
With the form in the middle, we received 44 submissions from 974 views, resulting in a 4.52% conversion rate.
So, we saw a significant increase in form views when it was placed in the middle of the page… kind of obvious.
Although the conversion rate per viewer was slightly lower, this simple change in placement led to a much higher number of total submissions. With just copy/pasting it on a different position we generated more leads, making the experiment successful.
Takeaways
Most visitors don’t make it to the bottom of your landing page. So why place your main conversion point only there?
By simply moving the form higher, closer to the point of peak interest, we gave more people the chance to take action without scrolling further.
Sometimes, a small layout tweak is all it takes to unlock more value.
See you next time! 👋🏼
PS: If you enjoyed this experiment, please tap the like button and let me know in the comments below. Thank you! 💛
It takes simple and small tweaks to bring amountful results! Thank you Andreas.
🌱 This can also apply to newsletters and their layering of information.