Form Optimization: 3 case studies to help convince your boss (and Sales) to reduce form fields
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. 😉
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
Lead Generation: Testing form field length reduces cost-per-lead by $10.66
This Just Tested: An aesthetic design that produced 189% more leads
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.
Sadly this presentation is not viewable on an iPad
Sorry about that Brecht. Here’s a direct download link for the PowerPoint file: https://www.marketingexperiments.com/blog/wp-content/uploads/2012-3-30-MEx-BLOG-reducing-form-fields-SB.pptx
I haven’t personally tested this, but it looks like you can use the free SlideShark app to view and share it: http://itunes.apple.com/us/app/slideshark-powerpoint-presentations/id471369684?mt=8