Lead Generation: Testing form field length reduces cost-per-lead by $10.66
After driving potential customers to your website through PPC ads, organic search results, or a targeted campaign to create online traffic, the most logical way to turn those visitors into leads is by getting them to register via an online form.
For this blog post, let’s assume you’ve already presented an offer with a strong enough value proposition to get your visitor to actually be interested in filling out your registration form. Let’s just focus on optimizing the form itself.
A form can have any number of fields, of course, and it would seem if you have more required fields on the form, you will generate more lead information for the database.
Can we all agree to that point? Great, let’s take a look at a recent lead generation test then.
Marketo, the marketing automation company, has a content-fueled top-of-the-funnel marketing strategy that drives traffic to its website in order to access that content. Some of the content is ungated, but what the company calls “middle stage” content (buyer’s guides, ROI calculator, RFP template, independent analyst research, etc.) and some of its “late stage” content (such as a comprehensive product demo) all require registration.
Because Marketo requires what it considers high-quality website visitors to register so it can track their behavior and contact those visitors, it conducted A/B testing on its forms to find the best-performing version.
The company tested forms with five, seven and nine field forms.
The five-field form asked for:
- First Name
- Last Name
- Work Email
- Job Function (with dropdown menu)
All five fields are required.
The seven-field form added “# Employees” and “Industry,” both with dropdown menus.
The nine-field form added “Work Phone” and “CRM System.”