Paul Cheney

Form Optimization: 3 case studies to help convince your boss (and Sales) to reduce form fields

March 30th, 2012

So your boss still thinks that “optimization” means making your site load faster.

We get it.

Marketers are constantly battling the highest paid person’s opinion (HiPPO) in favor of real conversion response optimization tactics based on a sound methodology.

And they usually lose because they don’t have a testing program with real results to show those misguided HiPPOs (and Sales leaders) that they’re wrong.

So to help you win your HiPPO/Sales battles, we’ve created a deck with three case studies highlighting the importance of that most basic of optimization principles:

Reducing the number of form fields.

Please feel free to download the deck from SlideShare and customize it for your own HiPPO pitch. Also, if you’ve found it helpful, we’d love for you to tweet it. The more people we can help with their HiPPO and Sales battles, the better. 😉

View more presentations from MarketingExperiments.

The Caveat

Sometimes, counter intuitively, you want more friction in your process. We’re assuming in this blog post that you have the opposite problem, but please don’t discount the possibility that your forms actually have too few fields…

Lead Generation Optimization: Finding the right amount of friction


Related Resources:

Lead Generation: Testing form field length reduces cost-per-lead by $10.66

This Just Tested: An aesthetic design that produced 189% more leads

Hidden Friction: The 6 silent killers of conversion

Paul Cheney

About Paul Cheney

Paul Cheney, Senior Partnership Content Manager, MECLABS Institute Paul helps turn raw research into easy-to-understand content for MarketingExperiments readers. He earned his B.A. in English literature from Covenant College. Before joining the MarketingExperiments team, Paul wrote grant proposals and fundraising letters for a mid-size nonprofit in New Jersey. He has also worked as a freelance Internet marketing consultant and copywriter for small businesses. In his spare time, Paul enjoys reading, writing poems and dating his wife, Callie.

Categories: Practical Application Tags: , , ,

  1. March 31st, 2012 at 20:41 | #1

    Great point on the friction caveat. There needs to be SOME friction for their to be value exchange. Where this really comes into play is with lead generation. You need enough information to identify those who are worth calling (not everyone is). The challenge is to figure out a) what the least amount of information is and b) when you need to ask.

  2. Brecht
    April 5th, 2012 at 07:40 | #2

    Sadly this presentation is not viewable on an iPad

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