Top 7 Lead Gen Form A/B Tests: How to use A/B tests to increase form fills Presented live July 15, 2010 Featuring Natalie Myers Senior Reporter, WhichTestWon.com.

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Presentation transcript:

Top 7 Lead Gen Form A/B Tests: How to use A/B tests to increase form fills Presented live July 15, 2010 Featuring Natalie Myers Senior Reporter, WhichTestWon.com Plus Guest Star: Chris Goward WiderFunnel Marketing Inc. ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Admin Note: Attendees will get a copy of these slides + an on-demand mp3 via .

-> ‘Best Practices,’ standard Web design templates, and marketer’s “gut” often FAIL tests. -> Optimized forms can have a 25% conversion rate lift (or more). -> Testing can generate better quality leads – not just more conversions. “Untested lead generation landing pages and forms are guaranteed to be leaving money on the table.” -Chris Goward CEO, WiderFunnel WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Why Bother Testing Lead Gen Forms?

WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Remove These Now! (doesn’t require testing) Clear Form Reset Cancel

Relevance Clarity AnxietyDistraction Urgency WhichTestWon.com Analyze with the WiderFunnel LIFT Model (Tips and recommendations have limited value!) © WiderFunnel Marketing Inc.

WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #1. Form Headline Copy

WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #2. Call to Action Buttons

WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #3. Embedded Form vs. Button

WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #4. One Page vs. Multiple Page Forms

WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #5. Dynamic Forms

WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #6. Opt-in Form Fields

WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #7. Field Labels

WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. 7 More Suggested Form Tests 1. Wording of form questions 2. Multiple response channels (phone and form) 3. Single vs. multi-column form 4. Required vs. non-required fields 5. Benefit copy next to the form 6. Button above the fold 7. (Readable) Offer thumbnails Anne’s Favorite Forms Book: Web Form Design: Filling in the Blanks by Luke Wroblewski

1.If possible, measure beyond the “Submit” 2.Make sure you get enough traffic for conclusive results 3.Always use Controlled testing and NOT the “before and after” method 4.Don’t test other pages in the funnel at the same time (unless you’re an expert) WhichTestWon.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. 4 Form-Testing Ground Rules:

Live Attendee Page Evaluation…. WhichTestWon.com ©2010 WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

WhichTestWon.com ©2010 WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

Free Offer for Webinar Attendees! Get a free, private evaluation of your own form or landing page: Sign up now at: * Limited to sites with 20k+ traffic per month ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. WhichTestWon.com

Thank you Contact Chris Goward, Co-Founder, WiderFunnel: Phone: Contact Natalie Myers, Senior Reporter, WhichTestWon.com: Phone: ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.