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

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Prospective customers aren’t coming to your website looking to buy, they’re just looking for information to help them do their jobs better. So how do you capture your site’s visitors, your greatest potential leads, and start them on a path that ends in the closing of a complex sale?

During February 17th’s complimentary web clinic, CEO of InTouch Brian Carroll welcomes special guest Dr. Flint McGlaughlin, Director of the MECLABS Group, (parent company of MarketingExperiments, InTouch and MarketingSherpa), who will help you optimize your web forms to increase conversion of that traffic.

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  • This is the original 4 step process.
  • Step 1: This is the landing page. The visitor just had to click to “download”
  • The visitor then had to “click her to register” if they were not already registered, If they clicked “register” (new lead) they went to another form
  • Here they are asked to give their name, and to re-enter their email to “get access”
  • And now the big form. Where they are asked for a lot more information – at least the name and email fields are pre-populated this time.
  • This is the test treatment with Two Steps. Note that the primary focus was to reduce steps in order to increase friction. Why two steps and not one someone might ask? we will come back to this case study in a few slides to answer that very question. It is a good question, you may even want to hint at it if someone doesn’t ask. “We’ll explain why we only reduced this to two steps in a few slides, but for now let’s just focus what the results we can get by reducing friction.
  • The focus here should be to point out that by reducing friction, we increased conversion. 4 steps to 2 steps = conversion.
  • Ok, we are coming back to the case study we were just looking at in order to explain why we reduced the steps to two instead of one.
  • This was the control. It was a single page where we collected all the information at once.
  • This slide explains the test design. We basically decided to split the single lead-gen page into two pages and ask for the absolutely minimal info we needed to get a lead on the first page and then all the rest of the information on the second page.
  • Here’s what they look like. They should recognize the treatment page from the other tests. We really conducted this first even though we showed the other case study earlier. How do you think it worked out for us?
  • **Video and audio are auto-on
  • Online Lead Generation: How to optimize forms to convert “window shoppers” into leads

    1. 1. Optimizing Lead Generation Processes Twitter: @MktgExperiments @brianjcarroll Twitter Hashtag: #b2bleadgen Sponsored By:
    2. 2. <ul><li>Optimizing Lead Generation Processes </li></ul><ul><li>Dr. Flint McGlaughlin </li></ul><ul><li>MarketingExperiments.com </li></ul>
    3. 3. 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
    4. 4. 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
    5. 5. 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
    6. 6. 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
    7. 7. 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
    8. 8. 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
    9. 9. 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...
    10. 10. Step 1 – Landing Page + Registration Form 1 Step 2 – Reg. Form 2 Landing Page Reg. Form Treatment (Optimized Process) LOGO LOGO
    11. 11. 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%
    12. 12. 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. <ul><ul><li>Decreasing, or“dialing down” friction, results in increased lead quantity. </li></ul></ul><ul><ul><li>Increasing, or “dialing up” friction, creates increased lead quality. </li></ul></ul>Key Principle Quality Quantity
    13. 13. 364% Increase in Conversions <ul><ul><li>We were able to increase conversion by 364% by consolidating four steps to two in a lead generation process. </li></ul></ul><ul><ul><li>Why didn’t we reduce the steps even further? </li></ul></ul><ul><ul><li>The answer can be found in another experiment we ran with this lead-gen process… </li></ul></ul>Applying the “Dial Method” LOGO LOGO
    14. 14. <ul><ul><li>Here is a test where a single page was used to collect all the registration information at once. </li></ul></ul><ul><ul><li>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. </li></ul></ul>Control Experiment Background LOGO
    15. 15. Confirmation/Registration Landing Page <ul><li>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. </li></ul>Page Traffic Control Quantity: Stage 1 leads Confirmation Quality: Stage 2 leads Abandonments Experiment Background
    16. 16. Control – 1 step Treatment – 2 steps Control vs. Treatment LOGO LOGO LOGO
    17. 17. 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%
    18. 18. 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
    19. 19. LIVE OPTIMIZATION
    20. 20. Live Optimization URL : www. emaint .com/landing4. php Channel : Google PPC
    21. 21. Live Optimization URL : www. provenprospects .com/free-trial. php Channel : From homepage
    22. 22. Live Optimization URL : https://www. starwindsoftware .com/download-free-trial Channel : Organic search
    23. 23. Live Optimization URL : http:// zoomerang .com/online-panel
    24. 24. Live Optimization URL : http://www. zmstech .com/contact-us. php Channel : Organic search
    25. 25. Live Optimization URL : http://www. uevensolutions .com/Contact. aspx Channel : From homepage
    26. 26. Live Optimization URL : http://www. stratfor .com/ groupsales Channel : From homepage
    27. 27. Live Optimization URL : http://www. pronexus .com/ english /view.asp?x=314 Channel : Organic search
    28. 28. Live Optimization URL : http://www. pepperl - fuchs .com/cps/ rde / xchg /global/ hs . xsl /8575. htm Channel : From homepage
    29. 29. Live Optimization URL : http://www. orchidwebdesign .co. nz / ss /contact-us/
    30. 30. Live Optimization URL : http://www. ntrglobal .com/ ntrsupportpro /en/free-remote-support-download.asp Channel : Organic and paid search
    31. 31. Live Optimization URL : http://www. mentoreng .com/oil_and_gas/ workorder _management.html Channel : From oil and gas landing page
    32. 32. Live Optimization URL : http://www. inteqnet .com/assurance-plan-registration2.html Channel : From email landing page
    33. 33. Live Optimization URL : http://www. icis .com/v2/registration/ trialregistration . aspx ?mode= icisnews Channel : Organic and paid search
    34. 34. Live Optimization URL : http://www. harryanddavid .com/gifts/store/view__10455_10002_b2b- contactus .html
    35. 35. Live Optimization URL : http://www.develop.com/question
    36. 36. Live Optimization URL : http://www. datafoundry .com/contact_us.html
    37. 37. Live Optimization URL : http://www. bellwethercorp .com/demo/bellwether-demo/ Channel : Google PPC
    38. 38. Live Optimization URL : http://go. pillardata .com/forms/DCIG-WP-Form
    39. 39. 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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