Content
Get updates on tests we run to improve conversion...
AB testing advised before shortening forms
09/02/2010
With AB testing, any shortening of lead forms can be assessed in advance to avoid damaging the quality of the leads generated.
Comprehensive AB testing is recommended for anyone considering shortening the length of their lead forms.
Writing for the GrokDotCom marketing optimisation blog, Brendan Regan advises that shortening lead forms should be well tested in advance to avoid damaging the quality of leads.
For instance, fundamental questions - such as those relating to budgets - may be tempting to remove in order to gain a greater number of enquiries.
However, the enquiries that are then received could prove to be of lower quality, making the new form design a bad idea overall.
"It's common sense that removing fields from your lead forms will likely increase conversion rate, but could easily decrease lead quality by not qualifying prospects," writes Mr Regan.
He adds that lead forms should be tested with and without the fields in question, with the quality of the leads generated also taken into account in the final analysis.
Mr Regan previously suggested that, while some elements of website promotion can become a full-time task, it is important to retain an essence of collaboration between the individuals involved in marketing a site.
This is so that valid testing of different landing page content can be carried out without the activities of other people working on the site nullifying the data obtained.
Writing for the GrokDotCom marketing optimisation blog, Brendan Regan advises that shortening lead forms should be well tested in advance to avoid damaging the quality of leads.
For instance, fundamental questions - such as those relating to budgets - may be tempting to remove in order to gain a greater number of enquiries.
However, the enquiries that are then received could prove to be of lower quality, making the new form design a bad idea overall.
"It's common sense that removing fields from your lead forms will likely increase conversion rate, but could easily decrease lead quality by not qualifying prospects," writes Mr Regan.
He adds that lead forms should be tested with and without the fields in question, with the quality of the leads generated also taken into account in the final analysis.
Mr Regan previously suggested that, while some elements of website promotion can become a full-time task, it is important to retain an essence of collaboration between the individuals involved in marketing a site.
This is so that valid testing of different landing page content can be carried out without the activities of other people working on the site nullifying the data obtained.