Optimizing Web Forms

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

According to the MarketingSherpa Lead Generation Benchmark Report, capturing a higher quantity of qualified leads is of one of the most important goals in the minds of marketers.

So how can marketers capture more leads in their Web forms without impacting lead quality?

In this Web clinic, the MECLABS research team revealed the results of a recent experiment that tested a radical form field optimization strategy to increase lead generation.

The team also shared seven key questions every marketer should ask themselves when approaching form field design.

Here is some feedback from the live audience of the Web clinic:

I loved the idea of creating a conversational tone in form fields. – Rolinda

I was hoping that email opt-in would be covered in this webinar, however, I will take what I’ve learned and test it! – Matthew

I really liked the increase in leads by making small changes in the forms. – David



Ben Filip
Ben Huppertz
Austin McCraw


Austin McCraw
Jon Powell

Video Production and Editing

Dennis Beard
Tara Marotta
Luke Thorpe

Technical Production

Steven Beger
Selena Blue
Erin Hogg
Jessica Lorenz
Regina Love
Christine Risberg
John Tackett



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