Eligibility Note Above a Lead Form A/B Test Example

If the sales team rejects many inquiries as a poor fit (CRM records closed over budget or service area, a lot of sales time spent on screening, requests from outside the service scope), an eligibility note is worth testing. If the note works, unsuitable visitors leave without submitting while the number of qualified leads holds steady or grows. If leads qualify but still do not turn into sales, look at the follow-up process first. When you write the note, present only truly fixed conditions as rules, and avoid discouraging or dismissive wording and any criteria that could discriminate.

Qualified lead rate

Using the same qualification definition and follow-up period, compare qualified leads per eligible assigned visitor and report counts as well.

Also track

• Total form submissionsMake sure submission volume does not fall materially.
• Qualified share of leadsCheck whether the share of leads that qualify increases.
• Sales-team screening timeTrack whether the screening workload decreases.
• Opportunity close rateCompare sales conversion using the same maturation period in both arms.

• ExplanationAdd one accurate eligibility explanation above the form.
• Keep constantKeep qualification criteria, fields and sales follow-up process unchanged.
• VolumeCompare qualified leads alongside total submissions.
• Borderline leadsReview leads near the eligibility boundary; do not treat everyone who abandons the form as unqualified.
• Separate testsTest tone and wording strength separately.

1. 1A drop in total form submissions does not mean the variant lost; the qualified lead rate per assigned visitor is what decides it. A higher qualified share of leads is not enough either, because it can hide lost volume if the number of qualified leads falls. Also confirm that total submissions do not fall to an unacceptable level.
2. 2The outcome is tied to this note's wording and the qualification criteria you defined; test tone and how firmly the note is worded separately. Compare the opportunity close rate only after both arms have had the same maturation period. Review borderline leads on their own rather than treating everyone who left the form as unqualified.
3. 3Qualified leads are rarer than raw submissions and take longer to confirm, so do not stop the test early over a small or unclear difference. Keep the qualification definition and follow-up period fixed, and get the visitors each arm needs at your current qualified lead rate from the sample size calculator. Divide that number by daily visitors per arm to get the run time, then add the follow-up period.