# Eligibility Note Above a Lead Form A/B Test Example

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/eligibility-note-above-a-lead-form-ab-test-example

## Hypothesis

If the top of the form spells out who the service is for, such as a minimum budget or a service area, unsuitable visitors may drop out before submitting, while eligible ones may see that they fit and fill in the form with more confidence. The qualified lead rate per assigned visitor could improve, though the gain may shrink if eligible visitors near the criteria are put off too.

## When to run this test

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.

## Primary metric

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

## Other metrics

- **Total form submissions**: Make sure submission volume does not fall materially.
- **Qualified share of leads**: Check whether the share of leads that qualify increases.
- **Sales-team screening time**: Track whether the screening workload decreases.
- **Opportunity close rate**: Compare sales conversion using the same maturation period in both arms.

## What to check before and during the test

- **Explanation**: Add one accurate eligibility explanation above the form.
- **Keep constant**: Keep qualification criteria, fields and sales follow-up process unchanged.
- **Volume**: Compare qualified leads alongside total submissions.
- **Borderline leads**: Review leads near the eligibility boundary; do not treat everyone who abandons the form as unqualified.
- **Separate tests**: Test tone and wording strength separately.

## What to watch when reading the result

- A 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.
- The 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.
- Qualified 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](https://alidemirbas.com.tr/en/calculators/sample-size-calculator). Divide that number by daily visitors per arm to get the run time, then add the follow-up period.

## Frequently Asked Questions

### How should lead quality measure an eligibility explanation?

Define qualification and follow-up before launch. Use qualified leads per assigned visitor as the primary outcome. Qualified share and total submission volume are diagnostics; share alone can hide lost volume.

### Does fewer submissions mean the variant lost?

Not automatically. Apply the predefined qualified-lead outcome and submission guardrail. Compare opportunity closure over equally matured windows instead of equating volume with value.

### Are all visitors who leave the form unsuitable?

No. Eligible visitors near the boundary may also leave. Avoid discriminatory criteria or presenting flexible conditions as absolute. Keep qualification and sales follow-up consistent.