Contact Form CRO Test increased client retained rate by 71%

Organic Search | B2C
person writing in book at law firm desk

A law firm was generating a significant number of leads, but wanted to improve the quality of the leads coming in through their contact form. Augurian’s organic team created a CRO test to test giving users more information about the firm’s services on the contact page. We hypothesized that giving users more information would improve the quality of the leads.

  • 71% increase in retained leads: 71% more form fills became retained clients for the variant vs the control
  • 64% increase in qualified to retained rate: 64% more form fills moved from qualified leads to retained clients for the variant vs the control
  • 51 second increase in average time on page: the average time on page increased from 1:07 to 1:58
Analyst, Organic Search at Augurian
Justin Brecheisen
Latest posts by Justin Brecheisen (see all)
    Explore Our Latest Digital Marketing Tips