Reading Time: 3 minutes

Jennifer Lindsey: Alright.

So I’m going to share with you an experiment that we ran for a for a lead gen client that we have.

What they tend to do is they try and grab as many visitors as possible who might be looking for a home for their parents or grandparents otherwise and try and actually find them the best deal possible close to them and all that kind of stuff.

All we really did on this lead form is add example text.

This is it.

This experiment didn’t really take a whole lot of time to develop either.

And we had we had set precedent before with another test – and I don’t know if folks had been around for this test a few months ago that we ran on in another part of their site so that you might have unfair advantage in guessing which is the winner here.

But yeah, really, these are the only changes that we we found.

And our primary metric that we were looking at was a like an actual lead, a referred lead.

Any questions?

Katie Green: I guess this is just domestic, right, like just the US?

Jennifer Lindsey: That’s correct. Yeah.

Katie Green: Okay.

And sorry, confirm for me device on this one.

Jennifer Lindsey: Both.

Katie Green: Okay. And is one any better – any more traffic than the other?

Jennifer Lindsey: It was great across both. Yeah.

Cara Binsfield: May I ask an odd question?

Because of this brand, do we have any, like, clear information on what gender users are coming in on?

Because you’re using a male name as the place holder text and for whatever reason, to me, it seems like this brand would get predominantly female users.

Jennifer Lindsey: That’s a really great question.

No, our personas seem to be relatively split, and I think the reason for that is because there’s there’s a long lead form that kind of follows up to this last lead form.

But it asks a series of questions like, are you looking for spouse, parent, or etc., so there’s not really any way to kind of identify that.

But that’s a really great question.

It’s a great test idea.

Matt Vincent: So in the actually UX, if someone clicks in the variation, will those placeholders disappear or do they have to backspace them out?

Jennifer Lindsey: They disappear. Yeah.

Katie Green: I’m saying V1, just because I personally like it when I have the example for phone number especially, and I can imagine that it’s helpful for a lot of people.

So any other people want to speak up about why they’re choosing a variation they’re choosing?

Tom Sharkey: Well, there’s part of this that I think visually I’m just more drawn to it, but I also think that having the information pre-populated there is, it kind of gives you something to do.

Like, okay, if I start typing my name, I know that this will turn black and I’ll get rid of this.

Maybe there’s a little bit more urgency there as opposed to just having everything left blank.

Jennifer Lindsey: Okay, great.

I think we can all vote.

So control is going to be thumbs down and V1 will be thumbs up.

Well, it looks like everyone is voting for V1 and I am so pleased to say that you are correct.

This was an emphatic win, we had a 19% lift to leads, but it was directionally like it was a directional stat sig.

So it didn’t reach full stat sig.

But this really down funnel metric, we typically don’t see that, but we went ahead end and soft-coded this.

A quick tidbit with this is we actually found like a quarter of the visitors were clicking “To Your Options”.

This doesn’t do anything.

So talk about a great follow up test and color play here, too.

This is a really interesting test.

We kind of got almost two wins out of it, which was great.

Katie Green: Thank you so much for watching.

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