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Form Optimization3 case studies to convince your boss (and Sales) toreduce form fields
Editor’s Note          Dear Marketer,          We know you’ve been struggling to convince your boss and Sales leaders to  ...
PART 1: The Setup#webclinic
Most Impactful Page Elements     From 2011 LPO BMR                                 Top 5 Impactful Page Elements          ...
Most Impactful Page Elements                                     Top 5 Impactful Page ElementsTwo of the top five mostimpa...
PART 2: The Left Jab#webclinic
Experiment: Background and design           Experiment ID: (protected)           Location: MarketingExperiments Research ...
Experiment: Control                      Control  #webclinic
Experiment: Control                  Control (Step 2)  #webclinic
Experiment: Treatment                        Treatment  #webclinic
Experiment: Side-by-side               Control     Treatment  #webclinic
Experiment: Results                  166% Increase in Leads                  The new form design improved lead generation ...
PART 3: The Right Hook#webclinic
Experiment: Background and design          Experiment ID: (Protected)           Location: MarketingExperiments Research L...
Experiment #2: Control There is significant friction due to the volume of questions (many unnecessary) posed in the form. ...
Experiment #2: Treatment Significantly reduced the form fields required on the first step from 20 to four.  #webclinic
Experiment #2: Results                    188.46% Increase in Lead Rate                  The new form design improved lead...
PART 4: The K.O.#webclinic
Experiment #3: Background        Experiment ID: SmartBrief         Location: MarketingExperiments Research LibraryResearc...
Experiment #3: Control  13 form fields
Experiment #3: Treatment  Added value  Form fields  reduced to 3
Experiment #3: Results          816% Growth in Subscription          The optimized page increased conversion rate by 816%
The Caveat Sometimes, counter intuitively, you want more friction in your process… •     Lead Generation Optimization: Fin...
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Reducing Form Fields

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Transcript of "Reducing Form Fields"

  1. 1. Form Optimization3 case studies to convince your boss (and Sales) toreduce form fields
  2. 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 #webclinic
  3. 3. PART 1: The Setup#webclinic
  4. 4. Most Impactful Page Elements From 2011 LPO BMR Top 5 Impactful Page Elements Source: Marketing Sherpa’s 2011 Landing Page Optimization Benchmark Report #webclinic
  5. 5. Most Impactful Page Elements Top 5 Impactful Page ElementsTwo of the top five mostimpactful page elements onwebsite performance dealwith form fields. Source: Marketing Sherpa’s 2011 Landing Page Optimization Benchmark Report #webclinic
  6. 6. PART 2: The Left Jab#webclinic
  7. 7. Experiment: Background and design Experiment ID: (protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1546Research 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 #webclinic
  8. 8. Experiment: Control Control #webclinic
  9. 9. Experiment: Control Control (Step 2) #webclinic
  10. 10. Experiment: Treatment Treatment #webclinic
  11. 11. Experiment: Side-by-side Control Treatment #webclinic
  12. 12. Experiment: Results 166% Increase in Leads The new form design improved lead generation rate by 166% CR Relative Difference Statistical Confidence Control 0.9% - - Treatment 2.3% 166.5% 99.4%  What Youthe number of steps and fields, the treatmentthrough reducing Need to Understand: By minimizing friction outperformed the control by 166%. #webclinic
  13. 13. PART 3: The Right Hook#webclinic
  14. 14. Experiment: Background and design Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1341Research 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) #webclinic
  15. 15. Experiment #2: Control There is significant friction due to the volume of questions (many unnecessary) posed in the form. #webclinic
  16. 16. Experiment #2: Treatment Significantly reduced the form fields required on the first step from 20 to four. #webclinic
  17. 17. Experiment #2: Results 188.46% Increase in Lead Rate The new form design improved lead generation rate by 188% CR Relative Difference Statistical Confidence Control 2.00% - - Treatment 5.77% 188.46% 95%  What Youthe number of steps and fields, the treatmentthrough reducing Need to Understand: By minimizing friction outperformed the control by 188%. #webclinic
  18. 18. PART 4: The K.O.#webclinic
  19. 19. Experiment #3: Background Experiment ID: SmartBrief Location: MarketingExperiments Research LibraryResearch 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. 20. Experiment #3: Control 13 form fields
  21. 21. Experiment #3: Treatment Added value Form fields reduced to 3
  22. 22. Experiment #3: Results 816% Growth in Subscription The optimized page increased conversion rate by 816%
  23. 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#webclinic
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