Do Optional Form Fields Help (or Hurt) Conversion?

How one required form field was hindering a 275% lift in conversion

According to the MarketingSherpa 2012 Lead Generation Benchmark Report, nearly three quarter of marketers surveyed reported generating high-quality leads as a top challenge. In this Web clinic, Austin McCraw, Senior Editorial Analyst, MECLABS, and Jon Powell, Senior Manager, Research and Strategy, reveal a specialized case study in the use of optional form fields and their impact on lead flow.

In this Web clinic replay, you’ll see how a luxury-home builder increased its lead rate 275% by strategically using optional form fields.

Austin and Jon also share some key principles from this discovery you can use to optimize your lead flow process. Here is some feedback from the live audience of the Web clinic:

Download the MECLABS Quarterly Research Digest:

Q1 2011

The balance between quantity and quality of leads; the impact of making one form field optional –Cheryl

Some examples of multi-page fields –Alex

The key points were well expressed with data and key takeaways –Jo


Austin McCraw
Jon Powell

Paul Cheney

Video Production and Editing
Dennis Beard
Luke Thorpe

Technical Production
Steven Beger
Selena Blue
Beth Caudell
Melissa Elbert
Erin Hogg
John Tackett

Additional Contributors
Aimee Thompson

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