Form design and lead conversion in Software & B2B

Jan 13, 2026

Three experiments that show how clearer design, fewer fields, and better visual context turn more landing page visitors into leads.

  • WHO: Growth, demand generation & CRO teams
  • INDUSTRY: Software & B2B
  • IMPACTED PAGES: Landing pages

Experiment 1: Redesigning the demo form and landing page

Hypothesis: By redesigning the demo form and landing pages to be clearer using recommended UI improvements, we will increase demo form submissions and user engagement.

Demo form testImage source: Optimizely

Results:

  • +18.9% Increase in leads generated

Takeaways:

  1. The variation experience drove significant change in form submission behavior.
  2. Post-submission metrics showed that nearly all users who submitted the form went on to perform an action on the variant landing page.
  3. The variant has higher click rates to almost all scenarios when compared to the control version.

Experiment 2: Replacing the hero banner with contextual imagery and fewer form fields

Hypothesis: By replacing the hero banner with more informative imagery, contextual headlines, action-oriented CTAs and reduced fields, we will see an increase in form completions and visitor session duration.

Fewer form field testImage source: Optimizely

Results:

  • +42% Increase in leads generated

Takeaways:

  1. By combining multiple changes, you are able to explore what impact could potentially be generated on this area of the page.
  2. By removing fields from 9 down to 3, lead quality may be impacted. Careful balance is needed between simplicity and detail capture.

Experiment 3: Adding an asset preview image to the registration page

Hypothesis: Adding a preview image of the asset (e.g., webinar or downloadable content) to the registration page will increase perceived value and engagement. Users are more likely to convert when they visually understand what they are signing up for.

Asset preview image testImage source: Optimizely

Results:

  • +47% Increase in form submissions (99% statistical significance)

Takeaways:

  1. Including an asset image preview led to a 47% increase in form submissions with 99% statistical significance, proving that visual cues can significantly improve lead conversion on gated content pages.

A landing page that does not convert is already telling you something

The question is whether you are listening. The Experimentation Ideation Agent surfaces form design, field count, and layout test ideas for your demo and landing pages, ranked by potential impact on lead conversion.

And here are more use cases from the Software & B2B industry:

 

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