![Page 1: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/1.jpg)
Top 7 Lead Gen Form A/B Tests:How to use A/B tests to increase form fills
Presented live July 15, 2010Featuring Natalie Myers Senior Reporter, WhichTestWon.com
Plus Guest Star: Chris GowardWiderFunnel 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 email.
![Page 2: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/2.jpg)
-> ‘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?
![Page 3: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/3.jpg)
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
![Page 4: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/4.jpg)
RelevanceClarity
AnxietyDistraction
Urgency
WhichTestWon.comAnalyze with the WiderFunnel LIFT Model(Tips and recommendations have limited value!)
© 2007-2010 WiderFunnel Marketing Inc.
![Page 5: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/5.jpg)
WhichTestWon.com
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#1. Form Headline Copy
![Page 6: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/6.jpg)
WhichTestWon.com
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#2. Call to Action Buttons
![Page 7: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/7.jpg)
WhichTestWon.com
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#3. Embedded Form vs. Button
![Page 8: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/8.jpg)
WhichTestWon.com
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#4. One Page vs. Multiple Page Forms
![Page 9: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/9.jpg)
WhichTestWon.com
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#5. Dynamic Forms
![Page 10: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/10.jpg)
WhichTestWon.com
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#6. Email Opt-in Form Fields
![Page 11: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/11.jpg)
WhichTestWon.com
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
#7. Field Labels
![Page 12: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/12.jpg)
WhichTestWon.com
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
7 More Suggested Form Tests1. Wording of form questions2. Multiple response channels (phone and form)3. Single vs. multi-column form 4. Required vs. non-required fields 5. Benefit copy next to the form6. Button above the fold7. (Readable) Offer thumbnails
Anne’s Favorite Forms Book: Web Form Design: Filling in the
Blanks by Luke Wroblewski
![Page 13: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/13.jpg)
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:
![Page 14: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/14.jpg)
Live Attendee Page Evaluation….
WhichTestWon.com
©2010 WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
![Page 15: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/15.jpg)
WhichTestWon.com
©2010 WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
![Page 16: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/16.jpg)
Free Offer for Webinar Attendees!
Get a free, private evaluation ofyour own form or landing page:
Sign up now at:http://whichtestwon.com/widerfunnel/lp.html
* Limited to sites with 20k+ traffic per month
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com
![Page 17: 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](https://reader035.vdocument.in/reader035/viewer/2022062314/56649e5e5503460f94b582a3/html5/thumbnails/17.jpg)
Thank you
Contact Chris Goward, Co-Founder, WiderFunnel: Email: [email protected] Twitter: @ChrisGoward Phone: 604.569.0897 Contact Natalie Myers, Senior Reporter, WhichTestWon.com:
Email: [email protected] Twitter: @WhichTestWon
Phone: 401.619.4995
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.