top 7 lead gen form a/b tests: how to use a/b tests to increase form fills presented live july 15,...

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.

-> ‘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

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Why Bother Testing Lead Gen Forms?

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Remove These Now! (doesn’t require testing)

Clear Form

Reset Cancel

RelevanceClarity

AnxietyDistraction

Urgency

WhichTestWon.comAnalyze with the WiderFunnel LIFT Model(Tips and recommendations have limited value!)

© 2007-2010 WiderFunnel Marketing Inc.

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#1. Form Headline Copy

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#2. Call to Action Buttons

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#3. Embedded Form vs. Button

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#4. One Page vs. Multiple Page Forms

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#5. Dynamic Forms

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#6. Email Opt-in Form Fields

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#7. Field Labels

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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

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)

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4 Form-Testing Ground Rules:

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


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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


mailto:[email protected]

mailto:[email protected]

top 7 lead gen form a/b tests: how to use a/b tests to increase form fills presented live july 15,...

Documents

form fills

embedded form

web form design

widerfunnel whichtestwon

multicolumn form

suggested form tests1

wording of form questions2

formtesting ground rules