Online Lead Generation: How to optimize forms to convert “window shoppers” into leads

Optimizing Lead Generation Processes Twitter: @MktgExperiments @brianjcarroll Twitter Hashtag: #b2bleadgen Sponsored By:

Optimizing Lead Generation Processes
Dr. Flint McGlaughlin
MarketingExperiments.com

Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1306  Background: This partner has an lead capture process that offers downloadable reports in exchange for information. They were not only trying to capture leads, but also qualify them as well. Goal: The company sought to increase their number of form submissions. Primary research question: Which process will obtain the most form submissions? Approach: Adapt the registration process to reduce friction Research Notes: Experiment: Lead generation

Control: The current control is a process that sends visitors through a sequence of four steps in order to exchange the free downloads for visitor information. Landing Page Account Login Reg. Form 1 Reg. Form 2 Let’s take a closer look at these pages… The Control LOGO LOGO LOGO LOGO

Landing Page Account Login Registration Form 1 Registration Form 2 Original Four-Step Process Step 1 – Landing Page On this page, visitors are offered a free brochure with valuable information. The Control LOGO

Landing Page Account Login Registration Form 1 Original Four-Step Process Step 2 – Account Login On this page visitors are asked to either login or register for an account in order to get access to the downloadable materials. Registration Form 2 The Control LOGO

Landing Page Account Login Registration Form 1 Registration Form 2 Original Four-Step Process Step 3 – Registration Form 1 If a visitor clicks the “Click Here to Register” option, they are then asked for their name and email in order to create an account that will give them access to the downloads. The Control LOGO

Landing Page Account Login Registration Form 1 Registration Form 2 Original Four-Step Process Step 4 – Registration Form 2 This is the final step. Once visitors complete this form, they are registered and can access the content. The Control LOGO

The researchers at MarketingExperiments attempted to reduce the friction by reducing the amount of steps/pages that were in the process. They were able to reduce the original four-page process to only two pages by combining the first three steps (Landing Page + Account Registration + Reg. Form-1). Experiment Note Let’s look at the optimized process...

Step 1 – Landing Page + Registration Form 1 Step 2 – Reg. Form 2 Landing Page Reg. Form Treatment (Optimized Process) LOGO LOGO

364% Increase in Total Submissions The optimized process outperformed the original by 364% Results What you need to understand : The optimized version focused on reducing the elements in the process that contributed to psychological resistance in the visitor experience (friction). By removing unnecessary steps and form fields, the optimized process was able to increase total submissions by 364%. Conversion Rate Relative Difference Original 2.13% - Optimized 9.89% 364%

It is important to point out that one can use friction to control the quantity and quality of leads. Requiring less information to be submitted by prospects will increase leads. While requiring more information will increase their quality.
Decreasing, or“dialing down” friction, results in increased lead quantity.
Increasing, or “dialing up” friction, creates increased lead quality.
Key Principle Quality Quantity

364% Increase in Conversions
We were able to increase conversion by 364% by consolidating four steps to two in a lead generation process.
Why didn’t we reduce the steps even further?
The answer can be found in another experiment we ran with this lead-gen process…
Applying the “Dial Method” LOGO LOGO

Here is a test where a single page was used to collect all the registration information at once.
When a visitor clicks the “Register Now” button they are taken to this page immediately. They are then required to fill out their name and email as well as the rest of the information at once.
Control Experiment Background LOGO

Confirmation/Registration Landing Page
The MarketingExperiments researchers set out to test increasing friction by separating the one-step lead generation page into multiple steps, filtering leads according to motivation level using the “Dial” method.
Page Traffic Control Quantity: Stage 1 leads Confirmation Quality: Stage 2 leads Abandonments Experiment Background

Control – 1 step Treatment – 2 steps Control vs. Treatment LOGO LOGO LOGO

48% Increase in Total Submissions The new capture process obtained 47.7% more submissions Results 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%

2010 Research Project: Lead-Gen Effectiveness In 2009 we completed lead-gen research projects focusing on issues such as optimum path length, prospect engagement and conversion rates . We answered many questions, but we still have more. For 2010, we are looking for a research partner that will enable us to conduct a round of new experiments. The partner should get a significant ROI and the lab hopes to gain significant new discoveries . Contact: Partners@ MarketingExperiments .com

LIVE OPTIMIZATION

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Live Optimization URL : http:// zoomerang .com/online-panel

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Live Optimization URL : http://www. uevensolutions .com/Contact. aspx Channel : From homepage

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Live Optimization URL : http://www. ntrglobal .com/ ntrsupportpro /en/free-remote-support-download.asp Channel : Organic and paid search

Live Optimization URL : http://www. mentoreng .com/oil_and_gas/ workorder _management.html Channel : From oil and gas landing page

Live Optimization URL : http://www. inteqnet .com/assurance-plan-registration2.html Channel : From email landing page

Live Optimization URL : http://www. icis .com/v2/registration/ trialregistration . aspx ?mode= icisnews Channel : Organic and paid search

Live Optimization URL : http://www. harryanddavid .com/gifts/store/view__10455_10002_b2b- contactus .html

Live Optimization URL : http://www.develop.com/question

Live Optimization URL : http://www. datafoundry .com/contact_us.html

Live Optimization URL : http://www. bellwethercorp .com/demo/bellwether-demo/ Channel : Google PPC

Live Optimization URL : http://go. pillardata .com/forms/DCIG-WP-Form

2010 Research Project: Lead-Gen Effectiveness In 2009 we completed lead-gen research projects focusing on issues such as optimum path length, prospect engagement and conversion rates . We answered many questions, but we still have more. For 2010, we are looking for a research partner that will enable us to conduct a round of new experiments. The partner should get a significant ROI and the lab hopes to gain significant new discoveries . Contact: Partners@ MarketingExperiments .com

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Online Lead Generation: How to optimize forms to convert “window shoppers” into leads

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