Form Optimization: The importance of communicating value before making the “ask”

If you want to maximize your revenue, it’s not enough to optimize your landing page; you should ensure form pages reinforce your value proposition, minimize unnecessary friction and alleviate customer anxiety.

Pay attention to your PPC ad links. Do they send prospects to your landing page or directly to your form page? If the latter is the case, your bounce rate may be high simply because visitors have too many unanswered questions — questions you addressed on your main page but neglected to answer on your form page.

In short, you can’t send them to the “ask” page until you have communicated the value you are offering. Remember, the marketer’s goal is not simplicity; the marketer’s goal is clarity.

We are trying to help the customer manage the unknown.

— Flint McGlaughlin, Managing Director and CEO, MECLABS Institute

In this Quick Win Clinic, Flint McGlaughlin looks at a form page on Home Warranty Reviews website from the visitor’s viewpoint — and is left confused. Watch the video to get tips on how to see a webpage through the eyes of the customer and increase your sales.

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