form optimization 3 case studies to convince your boss (and sales) to reduce form fields
TRANSCRIPT
Form Optimization3 case studies to convince your boss (and Sales) to reduce form fields
#webclinic
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
PART 1: The Setup
#webclinic
Most Impactful Page Elements
Top 5 Impactful Page Elements
From 2011 LPO BMR
Source: Marketing Sherpa’s 2011 Landing Page Optimization Benchmark Report
#webclinic
Top 5 Impactful Page Elements
Most Impactful Page Elements
Two of the top five most impactful page elements on website performance deal with form fields.
Source: Marketing Sherpa’s 2011 Landing Page Optimization Benchmark Report
#webclinic
PART 2: The Left Jab
#webclinic
Experiment ID: (protected)Location: MarketingExperiments Research LibraryTest Protocol Number: TP1546
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
Research Notes:
�Experiment: Background and design
#webclinic
Experiment: Control
Control
#webclinic
Experiment: Control
Control (Step 2)
#webclinic
Experiment: Treatment
Treatment
#webclinic
Experiment: Side-by-side
Control Treatment
#webclinic
166% Increase in LeadsThe new form design improved lead generation rate by 166%
Experiment: Results
CR Relative Difference Statistical Confidence
Control 0.9% - -
Treatment 2.3% 166.5%
What You Need to Understand: By minimizing friction through reducing the number of steps and fields, the treatment outperformed the control by 166%.
99.4%
#webclinic
PART 3: The Right Hook
#webclinic
Experiment: Background and design
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)
Experiment ID: (Protected)Location: MarketingExperiments Research LibraryTest Protocol Number: TP1341
Research Notes:
�
#webclinic
Experiment #2: Control
There is significant friction due to the volume of questions (many unnecessary) posed in the form.
#webclinic
Experiment #2: Treatment
Significantly reduced the form fields required on the first step from 20 to four.
#webclinic
188.46% Increase in Lead RateThe new form design improved lead generation rate by 188%
Experiment #2: Results
CR Relative Difference Statistical Confidence
Control 2.00% - -
Treatment 5.77% 188.46%
What You Need to Understand: By minimizing friction through reducing the number of steps and fields, the treatment outperformed the control by 188%.
95%
#webclinic
PART 4: The K.O.
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)
Experiment ID: SmartBriefLocation: MarketingExperiments Research Library
Research Notes:
�Experiment #3: Background
Experiment #3: Control
13 form fields
Experiment #3: Treatment
Form fields reduced to 3
Added value
816% Growth in SubscriptionThe optimized page increased conversion rate by 816%
Experiment #3: Results
#webclinic
The CaveatSometimes, 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 $10.6
6
• This Just Tested: An aesthetic design that produced 189% more leads
• Hidden Friction: The 6 silent killers of conversion