Educational funding provided by:
Optimizing Web Forms
How one company generated 226% more leads from a
complex Web form (w...
Educational funding provided by:
We’re sharing on Twitter!
#WebClinic
Educational funding provided by:
Today’s speakers
Ben Huppertz
Senior Research Manager
MECLABS
Austin McCraw
Director
Cont...
Educational funding provided by:
Experiment: Background
Background: A large news syndication company.
Goal: To increase th...
Educational funding provided by:
Experiment: Control
• The control features 11
form fields (10 required).
• The page has s...
Educational funding provided by:
Experiment: Treatment A
• Treatment A adds four more
form fields for a total of 15
fields...
Educational funding provided by:
Experiment: Treatment B
• Treatment B reduces form
fields by one for a total of
10 fields...
Educational funding provided by:
Experiment: Side by side
Treatment BTreatment A
109%
In Lead Rate
87%
In Lead Rate
What Y...
Educational funding provided by:
Experiment: Side by side
Treatment BTreatment A
109%
In Lead Rate
87%
In Lead Rate
What Y...
Educational funding provided by:
Experiment: Anomalies
Treatment BTreatment AControl
109%
In Lead Rate
87%
In Lead Rate
Wh...
Educational funding provided by:
Experiment: Anomalies
Treatment BTreatment A
Anomaly #1: While Treatment A
had six option...
Educational funding provided by:
Experiment: Anomalies
Treatment BTreatment A
Anomaly #1: While Treatment A
had six option...
Educational funding provided by:
Experiment: Anomalies
Treatment A
• In other words, the same
relative percentage of
custo...
Educational funding provided by:
Experiment: Anomalies
Treatment A
Why?
• In other words, the same
relative percentage of
...
Educational funding provided by:
Experiment: Anomalies
Treatment A
Why did everyone who saw this form fill
out every field...
Educational funding provided by:
Let’s take a closer look at Treatment A.
Educational funding provided by:
Experiment: Anomalies
Treatment A
Treatment A (Form)
Educational funding provided by:
Experiment: Hypothesis
Treatment A (Form)
• When we considered the
objective of the page,...
Educational funding provided by:
Experiment: Discovery
Treatment A (Form)
Conversational Elements in the Form:
With whom w...
Educational funding provided by:
Experiment: Discovery
Treatment A (Form)
• Treatment A also added a
testimonial near the ...
Educational funding provided by:
Experiment: Value force vs. cost force
Treatment BTreatment AControl
Cost ForceValue Forc...
Educational funding provided by:
Experiment: Value force vs. cost force
Treatment BTreatment AControl
Cost ForceValue Forc...
Educational funding provided by:
Experiment: Value force vs. cost force
Treatment BTreatment AControl
Cost ForceValue Forc...
Educational funding provided by:
Treatment A
Experiment: Interpretation
226%
In Lead Rate
• We took the discovery
we made ...
Educational funding provided by:
What we discovered
FKey Principles
1. First, we must understand that every action a custo...
Educational funding provided by:
7 questions to ask about your Web forms
 Does my form gather the information my company ...
Educational funding provided by:
Help with Web form data validation
The email address you entered is invalid. Please enter...
Educational funding provided by:
Live Optimization: AAA East Central
http://bit.ly/SYibHm
Educational funding provided by:
Live Optimization: SEI
http://bit.ly/1jnYU7f
Educational funding provided by:
Live Optimization: AB Moving
http://bit.ly/1oovA8r
Educational funding provided by:
Live Optimization: Resolution Research
http://bit.ly/1uZmfpi
Educational funding provided by:
Live Optimization: Dangerous Goods
http://bit.ly/1oLtRHH
Educational funding provided by:
Live Optimization: LegalHelpRightNow.org
http://bit.ly/RMeTpY
Educational funding provided by:
Next Clinic: Background
Background: A mid-sized furniture company selling mattresses.
Goa...
Educational funding provided by:
Next Clinic: Version A
Educational funding provided by:
Next Clinic: Version B
Educational funding provided by:
Next Clinic: Side by side
Version A Version B
Educational funding provided by:
Live May 28th at 4:00 p.m. EDT
• Which marketing approach won
• How “green” marketing can...
Educational funding provided by:
Educational funding provided by:
See how you can conduct research with us
MECLABS conducts rigorous experiments in the new...
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Optimizing Web Forms: How one company generated 226% more leads from a complex Web form (without significantly reducing fields)

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According to the MarketingSherpa 2012 Lead Generation Benchmark Report, capturing a higher quantity of qualified leads is of one of the most important goals in the minds of marketers.
So how can we capture more leads across our Web forms without significantly reducing the quality of those leads?
In our next clinic, the MECLABS research team will walk you through a scientifically validated case study in which one company radically redesigned its Web form without significantly reducing form fields. The marketers' approach generated a 226% higher rate of lead capture.
You’ll learn:
• The exact changes the company made to its form with before and after versions
• How those changes affected conversion on the page
• Examples and case studies on Web form optimization from our library
• How to apply everything you learn to your own pages through live optimization

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Optimizing Web Forms: How one company generated 226% more leads from a complex Web form (without significantly reducing fields)

  1. 1. Educational funding provided by: Optimizing Web Forms How one company generated 226% more leads from a complex Web form (without significantly reducing fields)
  2. 2. Educational funding provided by: We’re sharing on Twitter! #WebClinic
  3. 3. Educational funding provided by: Today’s speakers Ben Huppertz Senior Research Manager MECLABS Austin McCraw Director Content Production MECLABS Ben Filip Senior Manager Data Sciences MECLABS
  4. 4. Educational funding provided by: Experiment: Background Background: A large news syndication company. Goal: To increase the overall number of leads on a “request more information” form. Research Question: Which form design will result in the highest number of new member sign-ups? Test Design: A/B split test Experiment ID: TP1636 Record Location: MECLABS Research Library Research Partner: (Protected)
  5. 5. Educational funding provided by: Experiment: Control • The control features 11 form fields (10 required). • The page has side navigation and three additional calls-to-action at the end of the page.
  6. 6. Educational funding provided by: Experiment: Treatment A • Treatment A adds four more form fields for a total of 15 fields (nine required). • The treatment eliminates navigation and additional CTAs at the bottom of the page.
  7. 7. Educational funding provided by: Experiment: Treatment B • Treatment B reduces form fields by one for a total of 10 fields (all required). • The treatment eliminates navigation and additional CTAs at the bottom of the page.
  8. 8. Educational funding provided by: Experiment: Side by side Treatment BTreatment A 109% In Lead Rate 87% In Lead Rate What You Need to Understand: By eliminating the navigation elements and additional CTAs on the page, both treatments were able to double the performance of the control.! Control
  9. 9. Educational funding provided by: Experiment: Side by side Treatment BTreatment A 109% In Lead Rate 87% In Lead Rate What You Need to Understand: By eliminating the navigation elements and additional CTAs on the page, both treatments were able to double the performance of the control.! Control While both treatments were an astonishing success, when we dove deeper into the metrics of the test, we found two connected, yet very puzzling, anomalies.
  10. 10. Educational funding provided by: Experiment: Anomalies Treatment BTreatment AControl 109% In Lead Rate 87% In Lead Rate What You Need to Understand: By eliminating the navigation elements and additional CTAs on the page, both treatments were able to double the performance of the control.!
  11. 11. Educational funding provided by: Experiment: Anomalies Treatment BTreatment A Anomaly #1: While Treatment A had six optional form fields, every prospect that landed on the page filled in every field – without exception. Anomaly #2: Even though both treatments outperformed the control, there was no statistically significant difference when we compared just Treatment A to Treatment B. 1 2 3 4 5 6 No DifferenceIn Marketing Leads
  12. 12. Educational funding provided by: Experiment: Anomalies Treatment BTreatment A Anomaly #1: While Treatment A had six optional form fields, every prospect that landed on the page filled in every field – without exception. Anomaly #2: Even though both treatments outperformed the control, there was no statistically significant difference when we compared just Treatment A to Treatment B.
  13. 13. Educational funding provided by: Experiment: Anomalies Treatment A • In other words, the same relative percentage of customers were completing both forms. • But because Treatment A had five more fields than Treatment B, the company was receiving a much higher-quality lead.
  14. 14. Educational funding provided by: Experiment: Anomalies Treatment A Why? • In other words, the same relative percentage of customers were completing both forms. • But because Treatment A had five more fields than Treatment B, the company was receiving a much higher-quality lead.
  15. 15. Educational funding provided by: Experiment: Anomalies Treatment A Why did everyone who saw this form fill out every field – even the optional ones? Why did the higher number of fields (more friction) not affect conversion rate?
  16. 16. Educational funding provided by: Let’s take a closer look at Treatment A.
  17. 17. Educational funding provided by: Experiment: Anomalies Treatment A Treatment A (Form)
  18. 18. Educational funding provided by: Experiment: Hypothesis Treatment A (Form) • When we considered the objective of the page, our analysts hypothesized that by helping the customer through the form, we could set the expectation for a productive in- person conversation.
  19. 19. Educational funding provided by: Experiment: Discovery Treatment A (Form) Conversational Elements in the Form: With whom will we be speaking? (We collect your general information so we know with whom we will be speaking and how best to reach you.) Where are you located? (We collect information about your location in order to route you to the appropriate [company] representative.) What information are you interested in discussing? (In order to make our conversation as productive as possible, we would like to know a couple of pieces of relevant information.)
  20. 20. Educational funding provided by: Experiment: Discovery Treatment A (Form) • Treatment A also added a testimonial near the form to increase credibility and reduce any anxiety that arose in the form.
  21. 21. Educational funding provided by: Experiment: Value force vs. cost force Treatment BTreatment AControl Cost ForceValue Force Cost ForceValue Force Cost ForceValue Force
  22. 22. Educational funding provided by: Experiment: Value force vs. cost force Treatment BTreatment AControl Cost ForceValue Force Cost ForceValue Force Cost ForceValue Force
  23. 23. Educational funding provided by: Experiment: Value force vs. cost force Treatment BTreatment AControl Cost ForceValue Force Cost ForceValue Force Cost ForceValue Force What you need to understand: By guiding the visitor through the form (increasing the process-level value proposition), we were able to counterbalance the additional friction in the form – capturing higher- quality leads without sacrificing quantity. !
  24. 24. Educational funding provided by: Treatment A Experiment: Interpretation 226% In Lead Rate • We took the discovery we made in the “request more information” form, and were able to export it to another part of the site. • With only one testing cycle, we were able to achieve a 226% lift in lead rate. Primary Membership Form
  25. 25. Educational funding provided by: What we discovered FKey Principles 1. First, we must understand that every action a customer is asked to take (even completing a form field) creates a psychological question in the mind of the customer: Is this really worth it? 2. Thus, optimizing Web forms transcends simply reducing the number fields. We must ensure the right amount of value for the right amount of cost. Sometimes, the right “ask” at the right time can actually imply value. 3. Finally, we must see through our customers’ eyes. Our prospects personify our forms. They give it a tone, a voice, a personality. It is more than a transaction; it is a conversation – a conversation that the marketer must guide.
  26. 26. Educational funding provided by: 7 questions to ask about your Web forms  Does my form gather the information my company needs?  Can I reduce the number of required fields?  Should I increase the number of required fields for a higher-quality lead?  Can I group similar form fields and reduce the perceived length of my form?  Is there a justification (direct or implied) for why each field is presented?  How can I increase the perceived value of every field in my form?  Does the form logically guide the visitor through the process of filling it out?
  27. 27. Educational funding provided by: Help with Web form data validation The email address you entered is invalid. Please enter a valid email address. First Name Bob Last Name Smith Email Bob.smith@typo Phone 904-555-1212 Address Line 1 123 Anywhere Address Line 2 Suite 32 City Anytown State NY Postal Code 01101 Learn how data validation can increase your form conversion by 10% - 30% With data validation, you can: • Catch invalid information at the point of acquisition • Prompt users to correct their information in real time Mecla.bs/StrikeIron
  28. 28. Educational funding provided by: Live Optimization: AAA East Central http://bit.ly/SYibHm
  29. 29. Educational funding provided by: Live Optimization: SEI http://bit.ly/1jnYU7f
  30. 30. Educational funding provided by: Live Optimization: AB Moving http://bit.ly/1oovA8r
  31. 31. Educational funding provided by: Live Optimization: Resolution Research http://bit.ly/1uZmfpi
  32. 32. Educational funding provided by: Live Optimization: Dangerous Goods http://bit.ly/1oLtRHH
  33. 33. Educational funding provided by: Live Optimization: LegalHelpRightNow.org http://bit.ly/RMeTpY
  34. 34. Educational funding provided by: Next Clinic: Background Background: A mid-sized furniture company selling mattresses. Goal: To increase the overall number of mattress purchases. Research Question: Which credibility approach will produce the highest rate of mattress purchases? Test Design: A/B variable cluster split test Experiment ID: TP11009 Record Location: MECLABS Research Library Research Partner: (Protected)
  35. 35. Educational funding provided by: Next Clinic: Version A
  36. 36. Educational funding provided by: Next Clinic: Version B
  37. 37. Educational funding provided by: Next Clinic: Side by side Version A Version B
  38. 38. Educational funding provided by: Live May 28th at 4:00 p.m. EDT • Which marketing approach won • How “green” marketing can affect your own marketing • How we can think about green marketing in a way that helps us tap into the desires of our customers Join the next live 35-minute Web clinic to discover: Next Clinic: Green marketing tested To join live, register at the link below: MarketingExperiments.com/GreenMarketing
  39. 39. Educational funding provided by:
  40. 40. Educational funding provided by: See how you can conduct research with us MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership Opportunities on the post-webinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 x

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