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

Wednesday, May 14, 2014
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Response Capture, Inc

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Discover What Really Works in Optimization

MarketingExperiments is a research laboratory with a simple (but not easy) seven-word mission statement: To discover what really works in optimization. We focus all of our experimentation on optimizing marketing communications. To that end we test every conceivable approach and we publish the results (at no charge) in the MarketingExperiments Journal (subscribe).

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Blog

Email Marketing: Using A/B tests to challenge your assumptions
April 21st, 2014
Email Marketing: Using A/B tests to challenge your assumptions
Watch this MarketingSherpa Email Summit 2014 Media Center interview with Dan Ariely, Psychology and Behavioral Economics Professor, Duke University, to hear him speak on testing assumptions.
 
Lead Generation: Customers are looking for a solution to their problems
April 17th, 2014
Lead Generation: Customers are looking for a solution to their problems
At Lead Gen Summit 2013, Jon Ciampi, Vice President of Marketing, Corporate Development, Business and Strategic Accounts, CRC Health, recounted his challenges with PPC ads. Watch this brief video excerpt from his presentation to learn more about how A/B split testing can aid your efforts to learn more about what appeals to your ideal customer.
 
Lead Generation: Great results don’t always have to be complicated
April 14th, 2014
Lead Generation: Great results don’t always have to be complicated
To discover what works best for generating leads in your organization, you have to wade through enough trial and error until success is the only destination left. Watch this brief video excerpt from Optimization Summit 2013 to hear how Shawn Burns, Global Vice President of Digital Marketing, SAP, used testing and optimization to achieve impressive results.

See How Our Web Clinics Are Produced

Recent Research (presented on a Live Web Clinic)

Free Internet Marketing ReportHow to Achieve a 232% Lift
MarketingExperiments Web Clinic 2014-04-17
(Watch Listen)
How to Achieve a 232% Lift: The repeatable methodology one company used to generate a significant lift
Form is not as important as substance, and discovering the right value proposition is the most effective lever marketers can pull when optimizing webpages. Considering the entire mental impact of each button, "ask" and element of friction when testing is critical for understanding the customer conversation and achieving positive results.

Watch this Web clinic replay to learn about a recent experiment that revealed how changes in strategy can garner significant, repeatable results – a 232% lift for one company alone.
Read This Report ...

Free Internet Marketing ReportLead Nurturing Tested
MarketingExperiments Web Clinic 2014-04-03
(Watch Listen)
Lead Nurturing Tested: New research reveals how slight script tweaks increased response by 31%
Teleprospecting can require some sales departments to make a high volume of calls each day to convert leads. To do this with any consistency, those teams likely use a call script to help them stay consistent and focused throughout the constant dialing. But are these scripts really effective for moving prospects from conversation to conversion?

Watch this Web clinic replay to learn more about a recent experiment that revealed how some minor changes to call scripts can increase response from your prospects.
Read This Report ...

Free Internet Marketing ReportThe Most Effective Calls-to-Action
MarketingExperiments Web Clinic 2014-03-20
(Watch Listen)
The Most Effective Calls-to-Action: 5 principles discovered for increasing customer response
The call-to-action is one of the most vital elements in your marketing. Consequently, when you think for a moment about the current calls-to-action on your main offer pages, how can you be sure they are generating enough customer response?

What if there were some slight modifications you could make to your CTA copy, placement, size and color to experience a significant increase in response?

Watch this Web clinic replay for the results from a recent experiment where calls-to-action were put to the test.
Read This Report ...

Free Internet Marketing ReportRadio Buttons vs. Dropdowns
MarketingExperiments Web Clinic 2014-03-06
(Watch Listen)
Radio Buttons vs. Dropdowns: How knowing the right way to collect customer information led to a 15% lift in orders
Think for a second about the last time you needed to create a form on your site. Whether it was for a shopping cart or lead generation, it probably had a field where you asked customers to select one of multiple options.

Most of us decide quickly between a radio or dropdown format as we’re creating forms, often leaving them as an afterthought of design. But what if choosing the right format for a single question in those forms meant seeing a conversion difference of 15%?

Watch this Web clinic replay for the results from a recent experiment that put these form options to the test.
Read This Report ...

Free Internet Marketing ReportEmail Messaging Tested
MarketingExperiments Web Clinic 2014-02-20
(Watch Listen)
Email Messaging Tested: A recent experiment reveals the two words that increased email clickthrough by 13%
At the heart of every email marketing message is an implied psychological cost in the mind of the recipient. If that cost is too great, customers will delete your email and likely move on to the next message in the slush pile.

So how do you write effective email copy that delivers just the right amount of value to delight your customers into action? Watch this Web clinic replay for the results from a recent experiment with an audio technology company that you can use to aid your copywriting efforts.
Read This Report ...

Free Internet Marketing ReportHow Many Columns Should I Use?
MarketingExperiments Web Clinic 2014-01-30
(Watch Listen)
How Many Columns Should I Use? How using the best page layout led to a 681% relative increase
When given a choice for a column layout on your pages, what’s really the best for marketing your products or services effectively? Is there an underlying theory for selecting a layout that will perform better than others?

Watch this Web clinic replay to learn more about a recent experiment with a large technology company involving column layouts that you can use to aid your landing page optimization efforts.
Read This Report ...

Free Internet Marketing ReportResponsive Design Tested
MarketingExperiments Web Clinic 2014-01-16
Responsive Design Tested: What a recent experiment reveals about the potential ROI of mobile design
Most usability and design experts would agree that responsive design is an ideal solution for rendering webpages across multiple devices as users transition between desktops, tablets and mobile devices.

But has responsive design truly been put to the test as a viable tablet and mobile-friendly investment?

Watch this Web clinic replay to learn about a recent experiment with a large news media organization and how responsive design impacts reducing user friction.
Read This Report ...

Free Internet Marketing ReportThe Top 5 Marketing Discoveries in 2013
MarketingExperiments Web Clinic 2013-12-19
The Top 5 Marketing Discoveries in 2013: The last 50,000 hours of research distilled into 60 minutes
While 2013 was a great year for featuring new discoveries to help you do your job better, the sheer volume of actionable takeaways and key principles can be overwhelming for marketers in the trenches struggling to keep pace.

In this MarketingExperiments Web clinic, the MECLABS research team reviewed the top five discoveries of 2013 and how you can use those insights to aid your marketing efforts in the upcoming year ahead.
Read This Report ...

Free Internet Marketing ReportSubject Lines that Convert
MarketingExperiments Web Clinic 2013-11-27
Subject Lines that Convert: A review of 100+ successful subject lines reveals what motivates people to open (or delete) an email
When you think of email campaigns today, it's easy to feel overwhelmed by the war for attention being waged in everyone's inbox.

Watch this Web clinic replay to learn about two approaches you can use to increase customer interest in your subject lines.
Read This Report ...

Free Internet Marketing ReportAre You Missing Copy on Your Page?
MarketingExperiments Web Clinic 2013-11-14
Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
Imagine one of your webpages for a moment. Is your copy communicating everything a customer needs to move to the next step in your sales process? What if you are losing business simply because customers don’t have enough information to make the decision to buy?

Watch this Web clinic replay to learn how one company captured 36% more total sales by adding a simple paragraph to its page.
Read This Report ...

Free Internet Marketing ReportOptimizing for Multiple Personas
MarketingExperiments Web Clinic 2013-10-31
Optimizing for Multiple Personas: How a recent test “broke the rules” of optimization and drove a 331% conversion lift
The guiding principles of conversion optimization often call for sharpening the focus of your messaging to appeal to a single customer persona. But, how do those principles apply to elements of copy and design that serve multiple visitor types with different needs and interests?

Watch this Web clinic replay to learn about how design and copy changes “broke the rules” of optimization and led to a 331% increase in conversion.
Read This Report ...

Free Internet Marketing ReportCategory Pages that Work
MarketingExperiments Web Clinic 2013-10-09
Category Pages that Work: Recent research reveals design changes that led to a 61.2% increase in product purchases
Category pages are a standard for websites offering multiple products, yet they often take a backseat in testing and optimization.

Watch this Web clinic replay to learn more about how design changes to a series of category pages led to a 61.2% increase in product purchases.
Read This Report ...

Free Internet Marketing ReportAre Letter-Style Emails Still Effective?
MarketingExperiments Web Clinic 2013-10-03
Are Letter-Style Emails Still Effective? New research reveals how customers read emails today
When you think of email campaigns today, it’s easy to feel overwhelmed by the war for attention being waged in everyone’s inbox.

Watch this Web clinic replay to learn about three key principles every marketer should know for crafting effective email messages.
Read This Report ...

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