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Design by Physics
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Design by Physics

Case Study: First Midwest Bank - Form Below the Fold

"Placing a conversion form below the fold led to a surprising 52% increase in conversions."

The Challenge: Optimizing Form Placement for Financial Services Conversions

First Midwest Bank aimed to increase conversions on their landing pages, particularly for lead generation forms. They faced the common challenge in web design of where to best place critical conversion elements to maximize user engagement and submission rates.

The A/B Test: Challenging "Above the Fold" Wisdom

First Midwest Bank conducted a bold A/B test that directly challenged conventional web optimization wisdom about placing all important content "above the fold":

  • Control Version: A standard landing page layout where the primary conversion form was likely visible immediately upon page load (above the fold).
  • Variant Version (Winner): The conversion form was intentionally positioned below the fold, requiring users to scroll down to access it after consuming introductory content.

The hypothesis was that allowing users to first understand the value proposition and build trust through content before encountering the form might lead to more qualified and willing conversions. This user psychology experiment delivered surprising results for form optimization.

Form Above the Fold Conversion (Control): X% Conversions (Illustrative Baseline)
Form Below the Fold Conversion (Variant): +52% Increase in Conversions

Key Takeaway & Actionable Recommendation: Questioning Best Practices in CRO

This transformative A/B test from First Midwest Bank demonstrates that rigid adherence to "best practices" can sometimes hinder conversion performance. For complex products or services, allowing users to absorb necessary information and build trust before presenting the conversion mechanism can lead to significantly higher quality and quantity of leads. This is a powerful lesson for landing page optimization in the financial industry and beyond.

Recommendation: Don't assume all conversion elements must be above the fold. For products requiring education or significant commitment, test placing forms or key Call-to-Actions (CTAs) further down the page, after the user has had ample opportunity to understand the value proposition. Always A/B test such changes, as user behavior varies by industry and offering. Focus on the natural flow of information and decision-making, rather than just immediate visibility, to achieve substantial conversion rate optimization (CRO).