When looking to generate more leads from a landing page, make sure your objective is well defined on the page. A small, hidden call-to-action may not be seen by visitors, leaving potential leads unsure of the next step.
If this is the case, you may not need a radical redesign on the page. Instead, a simple and small change — highlighting the form as the next step in the visitor’s thought sequence — could increase the number of leads you capture.
Wanting more prospective students to fill out its lead gen form, American Sentinel University worked with MECLABS as a Research Partner. Read on to learn how a small change to the page increased the form completion rate by 40%.
Background: American Sentinel University, an accredited online university.
Objective: To increase the number of leads captured to speak with an advisor.
Primary Research Question: Which treatment will yield the highest conversion rate (i.e., form completion)?
Test Design: A/B test
When looking at the data analytics for its website, American Sentinel found that just 8% of unique visitors make it to a “Request More Information” form page. However, once a visitor arrives at a form, the data shows a completion rate of 43%.
“So we saw that there was motivation to fill out; the challenge was getting them there,” said Warren Staley, Research Manager, MECLABS Institute.
Previously, there were two ways for visitors to get to a “Request More Information” form page:
- A short form on the homepage, which leads to a second, longer form to acquire additional information from prospects
- Links throughout the site, including on each degree overview page and in the top navigation bar
The MECLABS research team wondered if there was enough value on the homepage to entice people to fill out the lead capture form at that point in their thought process. Thinking this approach might be a case of the cart being presented before the horse, the team developed an experiment to test this hypothesis.
(Editor’s Note: For your convenience, we’ve provided creative samples in two formats – SlideShare and thumbnails that expand when you click them.)
The degree overview pages have a wealth of valuable information, and the next step in a prospect’s thought sequence is to request more information before making the ultimate conversion of applying.
However, the page didn’t generate the clickthrough or completed forms the university wanted.
The MECLABS research team identified a few value and friction issues that potentially hindered the pages’ effectiveness:
- There is no value regarding why a visitor may want additional information.
- The page doesn’t effectively guide visitors through a logical thought sequence.
- Current “Request More Information” call-to-action (CTA) is buried and may not attract user attention.
- The request link in the header is lost due to multiple navigation bars.
- With multiple columns and navigations, too many competing objectives make it difficult for visitors to know what they’re supposed to do on the page.