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Forms & Signup

Eligibility Note Above a Lead Form A/B Test Example

Explaining who a service is for may reduce unsuitable inquiries before submission and ease screening work.

  • Forms & signup
  • Qualified lead rate

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Forms & signup
Difference
added

Hypothesis

It may also deter eligible visitors near the criteria. Judge by qualified inquiries per assigned visitor, not only the share of leads that qualify.

How to run this test

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 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.

What to check before and during the test

  • 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.

Setup mistakes to avoid

  1. 1Do not phrase eligibility in a discouraging or dismissive way.
  2. 2Do not change the explanation and form fields together.
  3. 3Do not present a flexible condition as an absolute rule.
  4. 4Do not call a loss from lower volume without considering lead quality; qualified leads are the primary metric.
  5. 5Do not use discriminatory eligibility criteria.