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Do Optional Form Fields Help (or Hurt) Conversion?How one required form field was hindering a 275% lift inconversion      ...
Market leaders including American Express, LinkedIn, HP, and hundreds more relyon Eloqua to ensure every component of thei...
JOIN THE CONVERSATION ON TWITTER            #webclinic                     #webclinic
TODAY’S TEAM         Austin McCraw                     Jon Powell         Senior Editorial Analyst          Senior Manager...
REDUCING FORM FIELD LENGTH        Original (20 fields)                                                   Optimized (4 fiel...
REDUCING FORM FIELD LENGTH               Original (6 fields)                                                Optimized (3 f...
REDUCING FORM FIELD LENGTH        Original (13 fields)                                                   Optimized (2 fiel...
TODAY’S QUESTION         How does making a form field     optional/required impact conversion?                            ...
EXPERIMENT: BACKGROUND        Experiment ID: TP1416         Record Location: MECLABS Research Library         Research Pa...
EXPERIMENT: CONTROLIn the control, all ofthe form fields wererequired in order todownload the PDF.                        ...
EXPERIMENT: TREATMENT                                     In the treatment, we                                     tested ...
EXPERIMENT: RESULTS          275% Increase in lead rate          The new form page increased lead rate by 275%        Desi...
OPTIMIZING FORM FIELDS  Key Principles  1.   Cost doesn’t just exist where monetary transaction exists. Any       time yo...
OPTIMIZING FORM FIELDS       Value                          Cost       Force                         Force                ...
OPTIMIZING FORM FIELDS  Key Principles  1.   Cost doesn’t just exist where monetary transaction exists. Any       time yo...
OPTIMIZING FORM FIELDSNature of Information Cost Scale                             Low Cost                High Cost      ...
OPTIMIZING FORM FIELDS   • For instance, making the            Value     “First Name” field optional     would not reduce ...
OPTIMIZING FORM FIELDS   • However, due to its     nature, the “Phone” field                Value   Cost                  ...
OPTIMIZING FORM FIELDS  We are not optimizing form fields; we However,optimizing thought sequences.  •    are due to its  ...
OPTIMIZING FORM FIELDS Form Field Checklist         Have you eliminated (or made optional) as many unnecessary fields as  ...
KEY QUESTION      But what about business objectives?           What about lead quality?                                  ...
WHAT ABOUT QUALITY?                                   Didn’t making a form                                   field optiona...
OPTIMIZING FORM FIELDS3.      Key Principles       Marketers can leverage costs (both amount and nature) in order to     ...
TWO-PAGE DIAL METHOD                   Form Page 1                                 Form Page 2                    Quantity...
TWO-PAGE DIAL METHOD                   Form Page 1                           Form Page 2                     Increase     ...
TWO-PAGE DIAL METHOD                   Form Page 1                            Form Page 2                    Decrease     ...
AN EXPERIMENT: BACKGROUND         Experiment ID: (Protected)         Location: MECLABS Research Library         Test Prot...
AN EXPERIMENT: CONTROL                                    Control – STEP 1                                                ...
AN EXPERIMENT: TREATMENT                                                 Treatment - STEP 1                               ...
AN EXPERIMENT: SIDE-BY-SIDE         Control – 1 step                 Treatment – 2 steps  LOGO                            ...
AN EXPERIMENT: RESULTS               48% Increase in Total Leads               The new capture process increased lead rate...
A FINAL EXPERIMENT                              32                 #webclinic
EXPERIMENT: BACKGROUND         Experiment ID: TP1636         Record Location: MECLABS Research Library         Research Pa...
EXPERIMENT: CONTROL                                   Top of Page                      #webclinic
EXPERIMENT: CONTROL                                   Bottom of Page                      #webclinic
EXPERIMENT: TREATMENT        Treatment (Form)                                        •   We increased the total number of ...
EXPERIMENT: TREATMENT                                     Top of Page                        #webclinic
EXPERIMENT: TREATMENT                                     Bottom of Page                        #webclinic
EXPERIMENT: SIDE-BY-SIDE             Control                Treatment                       #webclinic
EXPERIMENT: RESULTS            109% Increase in Total Leads            The treatment form generated a 109% increase in lea...
SUMMARY      Key Principles  1.   Cost doesn’t just exist where monetary transaction exists. Any       time you ask a pro...
SUMMARY      Key Principles  3.   Marketers can leverage costs (both amount and nature) in order to       determine the o...
LIVE OPTIMIZATION                                 43                    #webclinic
VIP SAVINGS                                                     Before February 28      $700                              ...
LIVE OPTIMIZATION                                             Cox Media Group   Target audience:   Businesses who want to ...
LIVE OPTIMIZATION                                            Dell Appassure   Target audience:   B2B customers looking for...
MarketingExperiments Optimization NewsletterFree subscription to more than $20 million in marketing research Join 89,000 o...
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Do Optional Form Fields Help (or Hurt) Conversion?

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

  1. 1. Do Optional Form Fields Help (or Hurt) Conversion?How one required form field was hindering a 275% lift inconversion #webclinic
  2. 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. 3. JOIN THE CONVERSATION ON TWITTER #webclinic #webclinic
  4. 4. TODAY’S TEAM Austin McCraw Jon Powell Senior Editorial Analyst Senior Manager MECLABS Research and Strategy MECLABS #webclinic
  5. 5. REDUCING FORM FIELD LENGTH Original (20 fields) Optimized (4 fields) 189% Increase in Leads #webclinic
  6. 6. REDUCING FORM FIELD LENGTH Original (6 fields) Optimized (3 fields) 262% Increase in Leads 6 #webclinic
  7. 7. REDUCING FORM FIELD LENGTH Original (13 fields) Optimized (2 fields) 816% Increase in Leads 7 #webclinic
  8. 8. TODAY’S QUESTION How does making a form field optional/required impact conversion? 8 #webclinic
  9. 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. 10. EXPERIMENT: CONTROLIn the control, all ofthe form fields wererequired in order todownload the PDF. 10 #webclinic
  11. 11. EXPERIMENT: TREATMENT In the treatment, we tested making the “Phone” field optional. 11 #webclinic
  12. 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. 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. 14. OPTIMIZING FORM FIELDS Value Cost Force Force VfAc - CfAc = Nf #webclinic
  15. 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. 16. OPTIMIZING FORM FIELDSNature of Information Cost Scale Low Cost High Cost Name Email Phone Number Company Title Address Social Security # #webclinic
  17. 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. 18. OPTIMIZING FORM FIELDS • However, due to its nature, the “Phone” field Value Cost Force reduces cost drastically when made optional. Force #webclinic
  19. 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. 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. 21. KEY QUESTION But what about business objectives? What about lead quality? 21 #webclinic
  22. 22. WHAT ABOUT QUALITY? Didn’t making a form field optional hurt the lead quality? 22 #webclinic
  23. 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. 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. 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. 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. 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. 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. 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. 30. AN EXPERIMENT: SIDE-BY-SIDE Control – 1 step Treatment – 2 steps LOGO LOGO LOGO #webclinic
  31. 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. 32. A FINAL EXPERIMENT 32 #webclinic
  33. 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. 34. EXPERIMENT: CONTROL Top of Page #webclinic
  35. 35. EXPERIMENT: CONTROL Bottom of Page #webclinic
  36. 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. 37. EXPERIMENT: TREATMENT Top of Page #webclinic
  38. 38. EXPERIMENT: TREATMENT Bottom of Page #webclinic
  39. 39. EXPERIMENT: SIDE-BY-SIDE Control Treatment #webclinic
  40. 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. 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. 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. 43. LIVE OPTIMIZATION 43 #webclinic
  44. 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. 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. 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. 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
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