If you’re serious about getting more leads instead of just more guesses, you need to A/B test your forms—period. This guide is for anyone using Leadformly who wants to stop winging it and start making data-backed improvements. You won’t find fluff here—just real steps, what actually matters, and what you can skip.
Let’s get into the best way to make your forms work harder.
Why A/B Testing Forms Is Worth Your Time
Most people build a lead form, slap it on their site, and hope for the best. Sometimes it works. Usually, it doesn’t. The reality: tiny tweaks to your forms can mean a lot more leads, but only if you’re testing the right things and reading the results honestly.
A/B testing lets you compare two versions of your form to see which one actually gets more people to fill it out. It sounds obvious, but a lot of folks still go with their gut or copy whatever their competitors are doing. That’s a waste.
Step 1: Decide What You’re Actually Trying to Improve
Before you start changing things, get clear about your goal. Is it more leads? Higher-quality leads? Faster completions? Pick one. If you don’t know what “better” means, your test results won’t be much help.
Pro tip: Focus on one metric at a time. Usually, that’s just your conversion rate (the percent of people who finish your form). Don’t try to optimize for everything at once.
Step 2: Choose What to Test (and What to Ignore)
Not every part of your form is worth testing. Some things just don’t move the needle, no matter what the “growth hacking” crowd claims.
Worth Testing: - Number of fields: Fewer fields usually means higher conversions, but sometimes a longer form weeds out tire-kickers. - Field order: Moving up the “easy wins” (like name/email) can boost momentum. - Multi-step vs. single-step: Breaking a long form into steps can feel less overwhelming. - Button text: “Get Started” vs. “Submit” can make a surprising difference. - Form copy/microcopy: Clear instructions or reassuring privacy notes can help. - Visuals: A small icon or image can make a form look more approachable.
What to Ignore: - Tiny color tweaks (unless your button is invisible) - Font choices (as long as it’s readable) - Overly “clever” copy—clarity beats cute every time
You can test anything, but focus on changes that might actually get more people to fill out the form.
Step 3: Set Up Your A/B Test in Leadformly
Leadformly makes it pretty straightforward to run A/B tests, but here’s what you should actually do:
- Duplicate your form: Clone your main form so you have an A (original) and B (variation).
- Change just one thing: Only change a single element—like button text or field order—between the two versions. If you change everything, you’ll never know what made the difference.
- Split your traffic: Use Leadformly to automatically show each form to roughly half your visitors.
- Set a clear start and end date: Don’t run “forever tests.” Pick a sample size or a time window (like two weeks or 500 visits).
Common mistake: Testing too many things at once. If version B wins, you won’t know why.
Step 4: Wait (and Don’t Jump to Conclusions)
Here’s where most folks mess up: they peek at the numbers after a day or two and call it. You need enough data to trust the results.
- Statistical significance isn’t just nerd-speak—it’s about making sure your winner isn’t just a fluke. Leadformly helps with this, but if you’re seeing a tiny difference (like 1-2%), don’t get excited. Wait for at least a couple hundred completions per variation if you can.
- Don’t end early: If you see a big swing after 50 visits, resist the urge to declare victory. Randomness can make one form look better until the numbers even out.
Pro tip: If you’re not getting enough traffic to reach significance in a reasonable time, test bigger changes. Small tweaks need lots of visitors.
Step 5: Analyze the Results Honestly
Once your test is done, look at the data. Did the new version actually beat the old one by a meaningful amount? Sometimes, your “brilliant” idea won’t move the needle. That’s fine—the whole point is to learn what works, not to get attached to your hunches.
Ask yourself: - Is the uplift big enough to matter? (A 0.5% increase probably isn’t worth bragging about.) - Did the change affect lead quality? Sometimes you’ll get more leads, but they’re all junk. Check what happens after the form. - Was the test fair? Were both forms shown evenly, and was the timing the same (no holidays, site outages, etc.)?
If you see a real, repeatable improvement, make the winning version your new default. If not, try again with a new idea.
Step 6: Rinse and Repeat—But Don’t Overdo It
A/B testing isn’t a one-and-done thing. Keep testing, but don’t get stuck chasing tiny improvements. If your form is already converting well, focus on bigger picture stuff—like your offer or your traffic quality.
What actually works best, in reality? - Reducing friction: Shorter forms, clearer instructions, and obvious next steps usually help. - Building trust: Add a privacy note, a quick testimonial, or a logo from a known client. - Removing distractions: No pop-ups, no flashy banners, and definitely no autoplay videos next to your form. - Mobile experience: Test how your form feels on a phone. A lot of folks forget this, and it kills conversions.
Common Myths (and Why You Should Ignore Them)
Let’s clear up a few things:
-
Myth: “There’s a universal best form.”
Reality: What works for someone else (or even another page on your site) might flop for you. Always test. -
Myth: “Every micro-optimization adds up.”
Reality: Sometimes, chasing a 0.1% boost is just wasting your time. Go for meaningful changes. -
Myth: “You need fancy AI tools to analyze results.”
Reality: Most of the time, a simple percentage comparison is all you need. Don’t get distracted by shiny dashboards.
Keep It Simple and Keep Testing
You don’t need a PhD in statistics or a team of data scientists to run effective A/B tests in Leadformly. Start with clear goals, test one thing at a time, and let the numbers guide you. If you’re not seeing big improvements, try bolder changes or rethink your offer entirely.
Above all, don’t let perfect be the enemy of good. Simple, honest tests—run regularly—will beat overthinking every time. Iterate, learn, and move on. Your future leads will thank you.