Do Optional Form Fields Help (or Hurt) Conversion?
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Do Optional Form Fields Help (or Hurt) Conversion?

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Do Optional Form Fields Help (or Hurt) Conversion? Presentation Transcript

  • 1. Do Optional Form Fields Help (or Hurt) Conversion?How one required form field was hindering a 275% lift inconversion #webclinic
  • 2. Market leaders including American Express, LinkedIn, HP, and hundreds more relyon Eloqua to ensure every component of their marketing works harder. Our goal isto help our customers become the fastest growing companies in their categories.Eloqua provides Modern Marketers with the Expertise, Education and Technologyneeded to help drive revenue • The most powerful marketing automation platform available • Dedicated modern marketing expertise and services • Comprehensive education and training to maximize your investment For more information visit www.eloqua.com call 866-327-8764 or email demand@eloqua.com #webclinic
  • 3. JOIN THE CONVERSATION ON TWITTER #webclinic #webclinic
  • 4. TODAY’S TEAM Austin McCraw Jon Powell Senior Editorial Analyst Senior Manager MECLABS Research and Strategy MECLABS #webclinic
  • 5. REDUCING FORM FIELD LENGTH Original (20 fields) Optimized (4 fields) 189% Increase in Leads #webclinic
  • 6. REDUCING FORM FIELD LENGTH Original (6 fields) Optimized (3 fields) 262% Increase in Leads 6 #webclinic
  • 7. REDUCING FORM FIELD LENGTH Original (13 fields) Optimized (2 fields) 816% Increase in Leads 7 #webclinic
  • 8. TODAY’S QUESTION How does making a form field optional/required impact conversion? 8 #webclinic
  • 9. EXPERIMENT: BACKGROUND Experiment ID: TP1416 Record Location: MECLABS Research Library Research Partner: [Protected] Research Notes: Background: A large luxury-home builder seeking to attract high-end home buyers. Goal: To increase the number of leads. Primary research question: Which from page will generate the most leads? Approach: A/B single factorial split #webclinic
  • 10. EXPERIMENT: CONTROLIn the control, all ofthe form fields wererequired in order todownload the PDF. 10 #webclinic
  • 11. EXPERIMENT: TREATMENT In the treatment, we tested making the “Phone” field optional. 11 #webclinic
  • 12. EXPERIMENT: RESULTS 275% Increase in lead rate The new form page increased lead rate by 275% Design Conversion Rate Control 1.96% Treatment 7.35% Relative Difference 275%  What youthe treatment was able tosimply making one of by 275%. fields optional, need to understand: By increase conversion the form #webclinic
  • 13. OPTIMIZING FORM FIELDS Key Principles 1. Cost doesn’t just exist where monetary transaction exists. Any time you ask a prospect to give up something (material or mental), there will be an implicit/explicit cost. #webclinic
  • 14. OPTIMIZING FORM FIELDS Value Cost Force Force VfAc - CfAc = Nf #webclinic
  • 15. OPTIMIZING FORM FIELDS Key Principles 1. Cost doesn’t just exist where monetary transaction exists. Any time you ask a prospect to give up something (material or mental), there will be an implicit/explicit cost. 2. There are two factors that impact the cost as it relates to requesting a prospect to give up information. • The amount of information required • The nature of the information required #webclinic
  • 16. OPTIMIZING FORM FIELDSNature of Information Cost Scale Low Cost High Cost Name Email Phone Number Company Title Address Social Security # #webclinic
  • 17. OPTIMIZING FORM FIELDS • For instance, making the Value “First Name” field optional would not reduce the cost Force Cost force enough to tip the Force balance. #webclinic
  • 18. OPTIMIZING FORM FIELDS • However, due to its nature, the “Phone” field Value Cost Force reduces cost drastically when made optional. Force #webclinic
  • 19. OPTIMIZING FORM FIELDS We are not optimizing form fields; we However,optimizing thought sequences. • are due to its nature, the “Phone” field Value Cost Force reduces cost drastically when made optional. Force #webclinic
  • 20. OPTIMIZING FORM FIELDS Form Field Checklist Have you eliminated (or made optional) as many unnecessary fields as possible? Are the forms organized to reduce friction? Are they sequenced to the visitor’s thought-sequence. Is your value proposition being expressed throughout the entire conversion process? Have you provided clear justification for all the high-anxiety producing form fields? Do you have security seals? Privacy policy? Does your error messaging clearly lead your visitor to completing the form? #webclinic
  • 21. KEY QUESTION But what about business objectives? What about lead quality? 21 #webclinic
  • 22. WHAT ABOUT QUALITY? Didn’t making a form field optional hurt the lead quality? 22 #webclinic
  • 23. OPTIMIZING FORM FIELDS3. Key Principles Marketers can leverage costs (both amount and nature) in order to determine the optimal number of required form fields. Quantity Quality of emails obtained of emails obtained #webclinic
  • 24. TWO-PAGE DIAL METHOD Form Page 1 Form Page 2 Quantity Quality of emails obtained of emails obtained Field 1 Field 1 Field 2 Field 2 Field 3 Field 3 Field 4 Field 4 #webclinic
  • 25. TWO-PAGE DIAL METHOD Form Page 1 Form Page 2 Increase Field 1 Field 1 Field 2 Field 2 Field 3 Field 4 Field 3 Field 4 Output: More leads, lower quality #webclinic
  • 26. TWO-PAGE DIAL METHOD Form Page 1 Form Page 2 Decrease Field 1 Field 1 Field 2 Field 2 Field 3 Field 4 Field 3 Field 4 Output: Less leads, higher quality #webclinic
  • 27. AN EXPERIMENT: BACKGROUND Experiment ID: (Protected) Location: MECLABS Research Library Test Protocol Number: TP1148Research Notes: Background: This partner has an email capture process that offers downloadable reports in exchange for information. They were not only trying to capture emails, but also qualify them. Goal: The company sought to increase its number of form submissions. Primary Research Question: Which process will obtain the most form submissions? Approach: A/B multifactorial (variable cluster) split #webclinic
  • 28. AN EXPERIMENT: CONTROL Control – STEP 1 LOGO • In this test, when a visitor clicked “Register,” they were then directed fill out a form. • The control featured a single page to collect the registration information all at once, in a single step. #webclinic
  • 29. AN EXPERIMENT: TREATMENT Treatment - STEP 1 LOGO • A treatment was created that broke the single step into two Treatment - STEP 2 parts. • The first page captured name and email only. • The second page captured the rest of the information needed for the lead. #webclinic
  • 30. AN EXPERIMENT: SIDE-BY-SIDE Control – 1 step Treatment – 2 steps LOGO LOGO LOGO #webclinic
  • 31. AN EXPERIMENT: RESULTS 48% Increase in Total Leads The new capture process increased lead rate by 47.7% Capture Stages Relative Difference Control (Stage 1) 0 (Stage 2) 157 (Total) 157 Treatment (Stage 1) 77 (Stage 2) 155 (Total) 232 Relative Difference 47.7% #webclinic
  • 32. A FINAL EXPERIMENT 32 #webclinic
  • 33. EXPERIMENT: BACKGROUND Experiment ID: TP1636 Record Location: MECLABS Research Library Research Partner: ProtectedResearch Notes: Background: A large media company seeking to generate high-quality leads on a form Goal: To increase the amount and quality of leads Primary Research Question: Which lead generation page will generate a higher completion rate? Approach: A/B multifactorial (variable cluster) split #webclinic
  • 34. EXPERIMENT: CONTROL Top of Page #webclinic
  • 35. EXPERIMENT: CONTROL Bottom of Page #webclinic
  • 36. EXPERIMENT: TREATMENT Treatment (Form) • We increased the total number of fields increase by four (5 new fields were made optional) • We added copy that clearly explains value for filling out the form • We added a testimonial and security image added to reduce anxiety • We grouped the form fields visually and provided explanation text for each. • We infused value into the call-to- action itself. #webclinic
  • 37. EXPERIMENT: TREATMENT Top of Page #webclinic
  • 38. EXPERIMENT: TREATMENT Bottom of Page #webclinic
  • 39. EXPERIMENT: SIDE-BY-SIDE Control Treatment #webclinic
  • 40. EXPERIMENT: RESULTS 109% Increase in Total Leads The treatment form generated a 109% increase in lead rate Clickthrough Relative Statistical Level of Form Page Rate (%) Difference Confidence Control 6.49% - Treatment 13.54% 109% 93%  What youand optional fields, theBy identifying the proper balance of required need to understand: treatment was able to not only increase the total number of leads but the overall quality of the leads. #webclinic
  • 41. SUMMARY  Key Principles 1. Cost doesn’t just exist where monetary transaction exists. Any time you ask a prospect to give up something (material or mental), there will be an implicit/explicit cost. 2. There are two factors that impact the cost as it relates to requesting a prospect to give up information. • The amount of information required • The nature of the information required 41 #webclinic
  • 42. SUMMARY  Key Principles 3. Marketers can leverage costs (both amount and nature) in order to determine the optimal number of required form fields. Quantity Quality of emails obtained of emails obtained 42 #webclinic
  • 43. LIVE OPTIMIZATION 43 #webclinic
  • 44. VIP SAVINGS Before February 28 $700 Discover how to apply the science of optimization to your specific marketing needs. Reserve your seat today: MarketingSherpa.com/Optimization Amelia Showalter Toby FallsgraffDirector of Digital Analytics Email DirectorObama for America Obama for America
  • 45. LIVE OPTIMIZATION Cox Media Group Target audience: Businesses who want to advertise their products/services in metro Atlanta Primary traffic sources: PPC and Organic Page URL: http://bit.ly/Y2uFew #webclinic
  • 46. LIVE OPTIMIZATION Dell Appassure Target audience: B2B customers looking for server backup solutions Primary traffic sources: SEO, organic and banner ads Page URL: http://bit.ly/Y2SRNR #webclinic
  • 47. MarketingExperiments Optimization NewsletterFree subscription to more than $20 million in marketing research Join 89,000 of the top marketers from around the world as we work together to discover what really works. MarketingExperiments.com/subscribe #webclinic