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Form Optimization 3 case studies to convince your boss (and Sales) to reduce form fields

Form Optimization 3 case studies to convince your boss (and Sales) to reduce form fields. Editor’s Note. Dear Marketer, We know you’ve been struggling to convince your boss and Sales leaders to reduce the number of form fields on your landing pages.

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Form Optimization 3 case studies to convince your boss (and Sales) to reduce form fields

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  1. Form Optimization 3 case studies to convince your boss (and Sales) to reduce form fields

  2. Editor’s Note Dear Marketer, We know you’ve been struggling to convince your boss and Sales leaders to reduce the number of form fields on your landing pages. Some leaders need a little more proof than others. To help you win them over in the fight to reduce frustrating form fields (and improve your conversion rates), we’ve created this deck with three case studies showing how reducing form fields gets results. Please feel free to download it and customize it for your own boss. You’ll look and feel a whole lot smarter when you pitch them with an impressive deck and numbers to back you up. Sincerely, The MarketingExperiments Editorial Team

  3. PART 1: The Setup

  4. Most Impactful Page Elements From 2011 LPO BMR Top 5 Impactful Page Elements Source: Marketing Sherpa’s 2011 Landing Page Optimization Benchmark Report

  5. Most Impactful Page Elements Top 5 Impactful Page Elements Two of the top five most impactful page elements on website performance deal with form fields. Source: Marketing Sherpa’s 2011 Landing Page Optimization Benchmark Report

  6. PART 2: The Left Jab

  7. Experiment:Background and design  Experiment ID: (protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1546 Research Notes: Background: A luxury home builder seeking to sell homes to upper-class families Goal: To increase the number of leads Primary Research Question: Which treatment will generate the highest lead rate? Approach: A/B multifactor split test

  8. Experiment: Control Control

  9. Experiment: Control Control (Step 2)

  10. Experiment: Treatment Treatment

  11. Experiment: Side-by-side Control Treatment

  12. Experiment: Results 166% Increase in Leads The new form design improved lead generation rate by 166% 99.4% What You Need to Understand: By minimizing friction through reducing the number of steps and fields, the treatment outperformed the control by 166%.

  13. PART 3: The Right Hook

  14. Experiment:Background and design  Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1341 Research Notes: Background: A company offering dedicated business hosting services Goal: To increase the number of leads Primary Research Question: Which page design will generate the greatest rate of leads? Approach: A/B multifactor split test (radical redesign)

  15. Experiment #2: Control There is significant friction due to the volume of questions (many unnecessary) posed in the form.

  16. Experiment #2: Treatment Significantly reduced the form fields required on the first step from 20 to four.

  17. Experiment #2: Results 188.46% Increase in Lead Rate The new form design improved lead generation rate by 188% 95% What You Need to Understand: By minimizing friction through reducing the number of steps and fields, the treatment outperformed the control by 188%.

  18. PART 4: The K.O.

  19. Experiment #3: Background  Experiment ID: SmartBrief Location: MarketingExperiments Research Library Research Notes: • Background: Launched in 2000, SmartBrief provides email news for busy professionals belonging to industry trade associations and societies • Goal: To increase the trial sign-up conversion ratio • Primary Research Question: Which page will have the highest subscription rate? • Approach: A/B split test (variable cluster)

  20. Experiment #3: Control 13 form fields

  21. Experiment #3: Treatment Added value Form fields reduced to 3

  22. Experiment #3: Results 816% Growth in Subscription The optimized page increased conversion rate by 816%

  23. The Caveat • Sometimes, counter intuitively, you want more friction in your process… • Lead Generation Optimization: Finding the right amount of friction • The Additional Resources • Lead Generation: Testing form field length reduces cost-per-lead by $10.66 • This Just Tested: An aesthetic design that produced 189% more leads • Hidden Friction: The 6 silent killers of conversion

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